The portfolio-wide packaging update is due to hit markets in March, continuing to roll out through spring and summer. The new design stays true to the corporate colors, brand characters, and label art that are synonymous with New Holland craft beer while making the shelf presence, readability, and overall impact much stronger.
“Craft beer is growing. We are growing. With nearly 20 years in the industry, to stand out on the shelf and reinforce our brand is paramount,” explained Joel Petersen, New Holland Brewing VP of Marketing. “We’ve incorporated many key elements in the new design that should help us achieve this goal and create a New Holland beacon. Walking around Great American Beer Fest last year and immediately recognizing our New Holland orange tent made me realize we need to do more to own our brand color in the market; this packaging brings that to life.”
The packaging overhaul is large in scale and includes bright orange crowns, redesigned labels, carriers, and mother boxes, all sporting a new, updated look that is designed to better reflect the outstanding quality of the beer in the bottle, as well as increase shelf presence and display impact. The presence of “New Holland Brewing” in name and orange color is also more prominent to help pull together a family of brands that has evolved and grown over the past 19 years.
Here’s what you’ll be seeing in the new packaging:
“We worked with internal and external design partners – along with our wholesalers – to bring this new packaging to life,” continued Petersen. “We cannot wait to hear what New Holland consumers have to say about the look. It’s been a labor of love that we are excited to see on shelf.”
New Holland is committed to being as eco-conscious as possible and reducing the waste associated with a new packaging launch. They will roll out the new packaging as it makes sense with current packaging inventory. The first brands in new packaging – White Hatter, Belgian-style White Pale Ale, and Dragon’s Milk, Bourbon Barrel Stout – will hit shelves in March. The rest of the lineup will follow and be completed by the end of the summer.
Watch for information about updated New Holland Artisan Spirits packaging in April.
About New Holland Brewing
New Holland Brewing’s deep roots in the craft distilling industry go back to 1997. Their role as an integral member of the artisan approach is something they take seriously, yet engage lightheartedly. They believe the art of craft lives in fostering rich experiences for their customers, through creating authentic beer, spirits and food while providing great service. Recognized for their creativity and artistry, their mission to improve the lives of craft consumers everywhere is seen in their diverse, balanced collection of beer and spirits.