Brewbound- Pabst Brewing Company officially kicked off its nationwide distribution agreement with Michigan’s New Holland Brewing last week, marking the occasion with a celebratory collaboration brew.
“This collaboration brew represents the great fit between our two companies and the strong shared culture embodied by the partnership,” New Holland co-founder VanderKamp said via a press release. “We’ve used Wisconsin malts and Michigan hops to pay homage to the birthplaces of these two brands and to symbolize the beauty and remarkable experiences that are created when we work together.”
First announced last December, the arrangement between the two companies gives New Holland access to Pabst’s nationwide distribution network and allows it to tap into Pabst’s robust sales organization in exchange for a percentage of sales profits.
“We are thrilled to be pioneering a new approach to partnerships – we aren’t taking any ownership and New Holland is remaining fully independent,” Pabst CEO Simon Thorpe said in the release. “It’s as pure a partnership as you’ll see.”
In the press release, the two companies also described the partnership as an opportunity for Pabst to “increase its product portfolio” and “strengthen” its position in the craft segment.
Sales of New Holland beers are up 27 percent in the first quarter, according to the company. The brewery’s flagship offering, Dragon’s Milk imperial stout, is also up 30 percent. more.brewbound.com