New Holland Brewing Reimagines Mad Hatter IPA

Holland, MI – 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.

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.

About New Holland Brewing Co.

New Holland Brewing Company’s deep roots in the craft 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.

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