New Holland Mad Hatter Birthday Bash
Michigan Craft Brewer Celebrates Mad Hatter Day and Anniversary with Special Beer Release and Series of Parties.
Since the first year of New Holland Brewing Company’s existence, “Mad Hatter” India Pale Ale has been a flagship for the brewery. It is the top-selling beer and Gold Medal winner in the 2004 Great American Beer Festival for Strong Pale Ales.
“In this Style – 10/6” appears on the hat in the original illustration of “Mad Hatter” in Lewis Carroll’s classic, “Alice in Wonderland” as well as on the brewery’s label. There is plenty of folk-lore about what the original placement may have meant.. One common suggestion is that it could reflect a European-style date, which would read as June 10th. It doesn’t take New Holland long to find an excuse for a party or series of parties, so for a number of years they have celebrated “Hatter Day’s” as an anniversary party in their pub, releasing special, single-batch variations of the well-known Mad Hatter, such as Black Hatter (brewed with dark malts), Rye Hatter (with Rye) and even Smoked Hatter (with smoked malts) amongst perhaps a dozen other specialties have been on tap in their pub while supplies last.
This year, they’ve taken part of their show on the road. The brewery has released four single-batch “Hatters” in addition to their two year round versions in an effort to support the various Hatter Day parties happening throughout their 13 State distribution area. Black Hatter, Rye Hatter, Farmhouse Hatter and Oak-Aged Hatter compliment Mad Hatter and it’s big brother Imperial Hatter. All are variations on the IPA style.
Artist Kyle Bice will be on hand to sign commemorative prints of the labels and or custom sketches.
The brewery’s Pub on 8th Street in Holland, MI of course is not being left behind. With additional specialties on tap the brewery has planned a Alice in Wonderland-themed Mad Hatter Birthday Bash on Saturday, June 11th, the day following their sold-out annual Big-Hole Golf Outing. The Un-Birthday party features their Beer and Cheese Smackdown followed by a Mixology Class. The Bike n’ Bar will be available for rides, there’s going to be a Photobooth in the house, complimentary Tea Party Snacks and Raffle Prizes throughout the evening. Music provided by DJ Snax from 9pm-1am and the evening will feature a Mad Hatter birthday cake you will have to see to believe!!! The cake will be on display through the night with a carving and toast at 10:06pm. There is no cover for this event, no minors allowed after 11pm.
Date: Saturday, June 11
Location: New Holland Brewing Restaurant and Pub (66 E. 8th St.)
The Beer and Cheese Smackdown will feature the pub’s reining champion, brewer Little John vs. Mike Baptista – Creamery Manager – Zingerman’s Creamery. Six different cheeses, 12 different beers- who will this year’s winner be? You be the judge! The Smackdown is from 5-6pm and is $10 per person. Seats are limited- stop by the pub to purchase your tickets today!
The Mixology Class is from 6:30-7:30 and is $5 per person. Join Spirits Ambassador Rich Blair for a Hatter Days Cocktail Seminar. This year’s class is featuring classic summer cocktails, each recipe using fresh local ingredients. Stay cool all summer with refreshing local cocktails! Again, tickets are at the pub- seats are limited!
Hatter Royale Hopquila is another fun addition to any Hatter Day event, in fact it was created as an experiment for a Hatter Day part a few years back. Distilled from a barley-wash (unhopped beer), Hatter Royale Hopquila’s origins are similar to un-oaked whiskey. It is then steeped on hops, before being filtered and bottled. Its dry-hopped character emulates tequila like characteristics, with refreshing citrus notes.
“We have a lot to celebrate,” stated the brewery’s Beervangelist and VP of marketing, Fred Bueltmann. “New Holland and craft breweries in general, are reaching more people than ever before, and our fans express that they value us for our quality, creativity and flavor. We’re grateful to be appreciated and challenged to continue our quest to deliver remarkable experiences to all of our customers.”
The brewery and distillery are exceeding expectations thus far for 2011. They’re on track to ship more than 15,000 barrels of beer and 7,000 proof gallons of spirits.
New Holland Brewing Company, LLC. – 66 E. 8th St., Holland, MI