Beverage News

Michigan-Based Brewery Unveils New Look

Michigan-Based Brewery Unveils New LookSeventeen years after introducing its legendary Dragon’s Milk Bourbon Barrel-Aged Stout to fans around the country, New Holland Brewing Company, an artisan craft brewer based in Holland, Mich., is introducing a dramatic new look for their flagship recipe. To celebrate the re-brand, the company is also releasing a never-before tasted brew: Dragon’s Milk Reserve – Banana Coconut.

“Synonymous with its name, Dragon’s Milk has become its own legend and we’re proud of its heritage as the best liquid in our house,” said Brett VanderKamp, President of New Holland Brewing Company.


“We are passionate about the stout’s full, warming and rich blend comprising roasted malt characteristics complemented by smooth vanilla and oak flavors. Our new packaging aims to celebrate the complexity of the beer while paying tribute to its bold, rich undertones.”

New Branding Hits Shelves Fall 2018

Recognized for creativity and artistry, New Holland’s Dragon’s Milk stout exemplifies the brewery’s commitment to craftmanship. The stout boasts flavorful, rich, robust characteristics that lend themselves to unique seasonal flavor combinations. The updated packaging, retail elements and branded merchandise will shift to a premium all-black base, allowing the hallmark dragon emblem to serve as the visual focus in place of the brewery’s own logo. Gradient dragon scales provide a nod to the stout’s name while mimicking the way foam dissipates in the glass when poured.

Source: New Holland

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