April 9, 2015 | New Holland Brewing Co., Holland, Michigan--
Today, New Holland Brewing announces plans to launch their reimagined flagship India Pale Ale, Mad Hatter Midwest IPA – which will hit shelves by early May 2015.
“People thought we were nuts when we first made Mad Hatter, and they likely think we’re nuts for changing the recipe on our second-oldest and one of our top-selling brands,” says co-founder and president, Brett VanderKamp. “But we’ve always said this brewery was the ultimate art project and art doesn’t rest on its laurels.”
Changes to Mad Hatter include the addition of Michigan-grown Cascade hops and Citra hops to the signature Centennial hop profile and an adjusted grain bill that increases the alcohol by volume (ABV) to approximately 7%. A freshly engineered hop gun and assertive dry hopping create bold and bright aromatics. Mad Hatter fans will spot the fresh Mad Hatter, as it also includes a creative update to its’ packaging with a new label and six pack.
“The craft landscape and the craft drinker have both changed quite a bit since our early days,” says brand and lifestyle vice president, Fred Bueltmann. “Our team is inspired by the change we’ve been witness to, and we’re excited to offer a fresh, dynamic interpretation that integrates Michigan-grown hops as a true Midwest IPA.”
Mad Hatter IPA was first brewed in 1998 when VanderKamp was just 25 years old. It has been an anchor in the New Holland line-up since that time and has spawned a series of hop-forward “Hatters” that release annually for the company’s anniversary celebration. They range from the citrus-forward WPA, White Hatter, to a woodsier barrel-aged version, Oak-Aged Hatter. This year’s Hatter Days celebration will take place in Downtown Holland on June 13 with a street party celebration, live music and the release of the entire Hatter family.
“It is scary to change a beer that is so core to your brand,” says VanderKamp. “We’ve had moments when we thought ‘Are we really going to do this?’ But the truth is – change is what brought us all here, and made the craft marketplace what it is today. We’re all channeling our inner Hatter and we’re confident our fans will enjoy the result.”
The re-launch of Mad Hatter Midwest IPA will kick off with a release party at the Pub on 8th on Friday, April 24 and continue in markets across the United States where New Holland distributes.
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History of Mad Hatter
- Mad Hatter was first tapped on June 10, 1998 with Brett’s Hope College poetry professor, Jack Ridl’s summer class, celebrating Mad Hatter Day, interpreted to be June 10th, from “In this style, 10/6.” Since then, Mad Hatter has become an iconic beer in Michigan, the Midwest and beyond, having been distributed to 26 states and two countries.
- First batch size was three barrels with three pounds of Centennial hops packed into hop-socks to be added to the fermenter. Brett recalls, “Even “The Ralphs*” couldn’t believe it and thought I was crazy.”
“The Ralphs” are Ralph Woodal and Ralph Olsen of Hop Union, the hop broker that was reaching out in support of microbreweries back in the day for hops, advice and support.
- Hatter Days started in New Holland’s Pub as a way to celebrate the brewery’s anniversary and flagship beer with variations on a theme. Hatter Days 2015 is a street party at our Pub on 8th in Holland, on June 13th.
- Hatter Royale Hopped Whiskey was born as an addition to the Hatter Day lineup. It answered the question, “What would happen if we distilled beer and then dry-hopped it by soaking hops in the finished spirit? Hatter Royale Hopquila is what happened, although we’ve since shifted to calling the style the more technically accurate “hopped whiskey.”
- Mad Hatter is the fourth production beer New Holland has committed to brew with Michigan-grown hops. Hopivore harvest ale was first, originally a single batch beer in the fall, Paleooza was second in 2012, followed by Michigan Awesome Hatter, the Carhartt Woodsman, and now the flagship IPA, Mad Hatter. New Holland’s Pub on 8th makes dozens of more beers with Michigan grown ingredients, including barley, wheat and yeast and has committed to be exclusive to Michigan-grown hops from 2016 forward.
- Midwest IPA is a loosely held term, interpreted in different ways. Typically, it includes a balancing malt body to robust bitterness and a combination of earthy and citrus hop notes. New Holland decided to use the style name when Michigan cascade hops were added to the beer, bringing a local terroir signature to their home state.
No kidding – when you first tell someone you’re changing the recipe on your second-oldest and one of your top-selling brands – people look at you like you’re a little bonkers. But as Alice from Wonderland said “Yes. But all the best people are (bonkers).”
For us – it’s crazier to not listen to the mini-Hatter in our brain that is whispering “Come on, try something new.” It’s nuts to not take advantage of the amazing agriculture and terroir of the fertile soil of our home state. It’s certifiably insane to ignore our adventurous spirit and that same feeling in our guts that told us to start a brewery in 1997.
The truth is – not everyone is gonna be happy about the changes. Change is hard for us humans. Believe us – we’ve had moments during this process when we thought “Shut up, nagging voice of inspiration. You’re not invited to this party. Go home.” But that’s not how nagging voices work. Damn.
Here’s what the nagging voice had to say:
We’ve been working with local farms for a long time now and we think Michigan has seen some of the most exciting agricultural growth in the country (that’s right – we used “agriculture” and “exciting” in the same sentence.) And you know what? We want to feature it in our flagship IPA.
We have been a part of developing a unique style – the Midwest IPA. What the heck does that mean? Michigan hops are bright and citrus-forward. Michigan malt is smooth and creamy. The two together? Magic. It’s peppered with the very Midwestern traits of hard work, humility and humor (you don’t make it through a Michigan winter without all three).
Mad Hatter is the second beer we ever brewed. Brett was 25-years-old back in 1997. I know more now. We, as a company, know more now. We have more developed palates and we’re gonna be honest – we are never above saying “Huh? Think we could make this even better?” There are no sacred cows.
We’ve hidden our inner “Hatter” over the years. We’ve been working hard to ensure quality and consistent products. We also want to build a thriving business and to provide a great place for our people to work and to make sure we’ll be around because those people are depending on us. And hey – we’re getting the hang of this whole business thing and it’s time to dig back into ourselves and feel like artists again. Just like any artist – it’s hard to know if people will like what you pour your heart and soul into, but – that’s not why anyone creates art.
So, you know – there it is. We’re trying something new. We’re going out on a limb. We’re going in big. And we’ll let the chips fall where they may. But we’ll know that we didn’t ignore our gut, our instincts or that pain-in-the-ass-nagging voice – who looks a lot like a crazy dude in a big red hat.
Sure – this whole experiment might be a little bonkers, but you know, all the very best things we’ve ever done have been a little crazy. So maybe we all are a little mad here.
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