New Holland VP on Balancing Familiarity and Distinction with Spirits

Founded in 1996, Michigan-based New Holland Brewing Co. is one of a growing number of craft companies making both beer and spirits. New Holland began making spirits about ten years ago and now carries about 16 different spirits products including, gin, whiskey, bourbon and rum. The spirits division currently accounts for about 15% of the company's revenue and growing.Your editors recently sat down with Fred Bueltmann, New Holland's partner and vp of brand and lifestyle, to discuss the benefits of