Wednesday, August 20, 2014

New Holland Brewing Announces New VP of Marketing

Written by  Paul Starr
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Holland, Michigan-based craft brewery and artisan distiller, New Holland Brewing Company has announced their new Vice President of MarketingJoel Petersen – who started August 18.
Petersen is filling the position that was left open after the recent restructure of Fred Bueltmann to VP of Brand & Lifestyle.

“New Holland has experienced consistent growth the past several years and looks to continue that trend,” says President and Co-Founder, Brett VanderKamp. “Joel's experience and talent is a great addition to our leadership team and will help us take the next leap forward.”

Petersen joins the New Holland team after over seven years in the beer business. His most recent position as Director of Retail Marketing for Craft Brew Alliance in Portland, OR, provided him with the strategic background to successfully manage craft brands, as well as an understanding of the craft consumer.

“I’m passionate about craft beer and spirits and seeing that same level of passion from New Holland, makes me excited to dig in and get started,” says Petersen. “The craft movement is gaining momentum and joining a team that has been in the mix for so long is exhilarating. New Holland is about bringing people together and taking a moment to Stop & Taste. I mean, that’s a great message to get behind.”

Petersen will take lead on business and market development; market research; strategic direction for promotion and advertising; and direction of marketing staff.

“A lot of hard work has gone into giving New Holland this opportunity for growth. It is an important time to take our love of craft and our brand message to even more people,” says VanderKamp. “We can’t wait to see how Joel contributes to the team and to the industry.”

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About New Holland Brewing Co.
New Holland Brewing Company’s deep roots in the craft industry go back to 1997. Our role as an integral member of the artisan approach is something we take seriously, yet engage lightheartedly. We believe the art of craft lives in fostering rich experiences for our customers, through creating authentic beer, spirits and food while providing great service. Recognized for our creativity and artistry, our mission to improve the lives of craft consumers everywhere is seen in our diverse, balanced collection of beer and spirits.
Paul Starr

Paul Starr

Paul Starr is the creator of the I'm a Beer Hound and one of the organizer and the driving force behind Art & Craft Beerfest, Lansing Beer Fest, Beerfest at the Ballpark Spring & Fall. When he's not working on Beer Hound he's probably watching the Lions, Tigers or Red Wings. Being a recent new Dad of twins, he doesn't have much extra time these days for mischief.