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Pabst Brewing Continues To Expand Portfolio, Partnering With Michigan’s New Holland

December 16, 2016

Known for its flagship Pabst Blue Ribbon, Pabst Brewing continues to diversify its lineup with craft beers, imports and hard sodas. Yesterday, Pabst announced a new partnership through which it will nationally distribute the portfolio of Michigan’s New Holland Brewing. New Holland’s volume grew 15% to just under 500,000 (2.25-gallon) cases last year, according to Impact Databank.

Effective in the first quarter of 2017, the long-term agreement will see Pabst expand New Holland’s core Dragon’s Milk Bourbon Barrel Stout. New Holland’s other brews include Ichabod Pumpkin Ale, The Poet Oatmeal Stout, Mad Hatter IPA and Hoptronix Double IPA.

For Pabst, which recently named beer industry veteran Simon Thorpe as CEO, the New Holland deal continues a diversification drive that has seen it foray into the craft and import segments, as well as ciders and hard sodas. Earlier this month, Pabst agreed to become the U.S. importer for Mexican brewer Cerveza Minerva, and in August it became the national distributor for Montana’s Dog Tag Brewing. Pabst also added a distribution deal with Vermont Hard Cider this past March, including an option to acquire the cider producer from Ireland’s C&C Group. Additionally, Pabst distributes Small Town Brewery’s range of Not Your Father’s hard sodas. In the year-to-date through November 27, Pabst Brewing Co.’s total volumes were down 0.9% in IRI channels.—Daniel Marsteller

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