New Holland Brewing's annual Hatter Days Street Party draws crowds to downtown Holland. Photo via fb.com
A brewery is turning into a wonderland this weekend.
New Holland Brewing Co. is throwing its 4th-annual Hatter Days Street Party on Saturday outside the pub on East 8th Street in downtown Holland.
“This is a really special time for us,” said Brett VanderKamp, president, New Holland Brewing Co. “So much collaboration and hard work goes into developing, brewing, bottling, kegging and distributing these brews. It’s a time for us all to celebrate all the time, energy and passion that has gone into our beer, spirits and business. It’s also that time of year when we go a little bonkers like our good friend — the Mad Hatter — an IPA that helped us get where we are today.”
Mad Hatter brand
When VanderKamp first released a dry-hopped India Pale Ale in 1998, his Hope College poetry professor, Jack Ridl, brought in a summer class celebrating Mad Hatter Day.
The name Mad Hatter caught on to the beer and has been in continuous production since.
Like many other early Midwest IPAs, the brewery used the Pacific Northwest’s Centennial hops.
Earlier this year, New Holland released a re-imagined Mad Hatter recipe using Michigan-grown Cascade hops and Citra hops in addition to the Centennial. The grain bill was also adjusted to up the alcohol content to 7 percent.
New Holland also uses the Hatter name on many of its other IPAs, from Imperial Hatter, Michigan Awesome Hatter, Rye Hatter, Oak-Aged Hatter and, new this year, Tasmanian Hatter, made with Australian and New Zealand hops.
“Hatter Days is like a kickoff for summer. We hit the streets to celebrate our family of IPAs,” said Dave White, co-owner and VP of retail operations, New Holland Brewing Co.
The all-ages party, with no cover, begins June 13 at 3:30 p.m., on the corner of College Avenue and 9th Street, behind the New Holland pub.
The outside party continues until 11 p.m., when the after-party continues inside the pub.
White added that the party "introduces people from all over the Midwest to our community of Holland and all the downtown businesses who are doing great things here.”
Grand Rapids’ Daredevil Circus will roam the streets all day.
Several New Holland employees will take part in a Beer/Spirits/Cheese Smackdown that will allow guests to vote on the best pairings.
Outdoor food vendors will also be available.
Guests can also stop at a technology-free "Stop & Taste" area with lounge chairs and games to try the company’s "Stop & Taste" campaign first-hand.
The artist responsible for the Hatter logos, Kyle Bice, will be on site at the Sidecar retail store signing copies of Hatter paintings.
Music will begin at 4 p.m. with Delilah DeWylde & The Lost Boys, followed by The Mainstays at 5:30 p.m., The Crane Wives at 7:30 p.m. and the headliners, The Main Squeeze, at 9:15 p.m.
Music continues at the after party with Rusty’s Big Ass Band indoors at the pub.