We are thrilled to announce our 15-year anniversary! We’ll be celebrating BIG on Hatter Day, which is June 16, 2012, with a street party throw down on College Ave. between 8th and 9th Street, along side our restaurant and pub! There will also be Hatter Day parties popping up throughout our 13 state distribution area.
Since the first year of New Holland Brewing Company’s existence, “Mad Hatter” India Pale Ale has been a flagship for the brewery. It is the top-selling beer and Gold Medal winner in the 2004 Great American Beer Festival for Strong Pale Ales.
When Mad Hatter was first tapped in 1998, a group of English Majors from Hope College happened to be in the bar (originally located on Fairbanks Ave. in Holland) and indicated that it was “Mad Hatter Day”, according to the lore surrounding the 10/6 on the Hatter’s hat on the original illustration in Lewis Carol’s classic, Alice in Wonderland. Beervangelist Fred Bueltmann comments on the wealth of references available, including the “We’re all Mad here!” saying, “We enjoy the fun and unpredictable nature of the story – a land where what is, isn’t. It’s an opportunity to embrace creativity with very little rules or structure. From our original Mad Hatter IPA, through creating ‘variations on a theme’ in the Pub with our Hatter Day Hatters, we’ve ended up with some beautiful beers, and of course, Hatter Royale Hopquila.”
Hatter Royale, an un-oaked whiskey, distilled from a barley-wash (unhopped beer) and steeped in hops before being filtered and bottled, was created as an experiment for a Hatter Day event a few years ago. The dry-hopped character brings intriguing citrus flavors forward with vibrant aromatics. Hatter Royale quickly turns a margarita into a Hop-a-rita!
As part of the celebration, we will be pouring seven different Hatters, all variations on the IPA style. White Hatter will make its debut as an innovative hybrid of styles landing between a white ale and an India Pale Ale (IPA). White Hatter brings spice, hops, and fermentation notes together flavorfully and goes great with seafood, fennel, and mushrooms. The other family members include Black Hatter (brewed with dark malts), Farmhouse Hatter (Belgian-style), Oak Aged Hatter (aged in bourbon barrels), and Rye Hatter (with rye). The Hatter series is on shelves anywhere New Holland is sold for the month of June, while supplies last!
Hatter Day Itinerary: Holland, MI:
Friday, June 15th: All Big Hole Golf Outing
3520 Palmer Drive, Saugatuck, Michigan 49453
The annual New Holland Hatter Days – All Big Hole Golf Outing will be at the beautiful Ravines Golf Course on Friday, June 15, beginning with Bloody Mary’s and registration at 9:30am and a shotgun start at 10:30am. Enjoy lunch on the grill at 11:30am and a buffet style dinner after golf. You’ll get complimentary New Holland brews during your round, as well as some fun give-away items.
Saturday, June 16th: 12pm-1am
New Holland Brewing Co. Restaurant and Pub (66 E. 8th Street)
With the help of area sponsors, we are offering free admission to the street party as an anniversary present to the community that has made it all possible! Complimentary tickets are available in advance at their pub or online starting June 1st and the event will take place on College Avenue, between 8th and 9th St. Though tickets are free, we recommend reserving your in advance to ensure attendance, as space will be limited! The Michigan Cookout from 12-4 featuring area chefs and local food kicks it off. In addition, we will have another Beer, Spirits, and Cheese Smackdown, a pairing competition with two talented team members, Rich and Joel battling it out for this year’s championship. The music line up for the day includes Delilah DeWylde & The Lost Boys, Steppin’ In It, Laith Al-Saadi and this year’s national headliner, The Dynamites featuring Charles Walker. The Grand Rapids Daredevil Circus, as Alice in Wonderland characters will perform dramatic circus-like acts throughout the day. Additionally, there will be signings by label-illustrator, Kyle Bice, and a giant Mad Hatter Anniversary cake!! This is an event you won’t want to miss!!
New Holland Brewing Company, LLC. -66 E. 8th St., Holland, MI