Battle Creek Unlimited toasts the opening of New Holland Brewing’s Battle Creek Location

March 31, 2023

BATTLE CREEK, MICH. – Battle Creek Unlimited (BCU) is excited to congratulate New Holland Brewing on the opening of their newest location in Battle Creek. The much-anticipated restaurant, microbrewery and distillery officially opens to the public on Friday, March 31. The venue is in the heart of downtown and will feature New Holland’s signature beers and craft cocktails, as well as a variety of food options. The new location will also have a beer garden, complete with a stage, yard games, and fire features for year-round entertainment.

The opening of New Holland’s Battle Creek branch is the culmination of an effort dating back to December 2017, when BCU announced a request for proposals for three downtown properties. In addition, BCU announced a $200,000 incentive for a new brewery/distillery. New Holland was quick to recognize the opportunity in Battle Creek and was awarded the property at 64 W. Michigan Avenue.

BCU President & CEO Joe Sobieralski said, “It would be an understatement to say that we are pumped to see this project come to fruition! It is what we envisioned when New Holland was selected from our RFP and took us up on our incentive offer. We knew the quality product and environment that they would produce and what it meant for our revitalization efforts and how their presence will begin to positively spread throughout downtown Battle Creek. Sometimes good things are worth waiting for.”

The building was constructed in 1928 and was previously home to the J.C. Penney department store. It later housed a variety of bars and restaurants before it sat vacant for several years. New Holland undertook a full gut-rehab of the building, which included adding an elevator, installing a new kitchen, brewery and distillery equipment, and ventilation system, and adding a covered four-season beer garden.

While the project encountered several obstacles, including the COVID-19 pandemic, construction delays and supply chain interruptions, the New Holland team remained committed to Battle Creek. The new facility is expected to employ approximately 70 people including cooks, servers, bartenders, brewers, hosts, and managers.

New Holland Brewing was founded in 1997 in Holland, Michigan. The company’s goal was to produce beer that was unique to West Michigan. Over the past 25 years, the company has become Michigan’s largest independent craft brewer. New Holland is famous for its Dragon’s Milk Bourbon Barrel Stout, Mad Hatter IPA and seasonal brews like Cabin Fever and Ichabod. In 2008, the company began selling their branded whiskey, rum, and gin. The company has also launched a line of canned cocktails and spiked seltzers. Most recently, New Holland introduced Aquanaut, its first non-alcoholic sparkling water infused with hops and a splash of mango. Today, New Holland’s beer and spirits are available in 38 states and 4 countries.

The Battle Creek location joins the original New Holland Pub on 8th Street in Holland and the Knickerbocker in downtown Grand Rapids, as well as a spirits tasting room in Saugatuck.

 “New Holland is an established brand with many followers. We know their presence in Battle Creek will drive additional foot traffic to downtown and bring people to Battle Creek who would not come here otherwise to spend their disposable income,” remarked Sobieralski. “With New Holland’s opening, Battle Creek will be perceived differently. I am grateful to the BCU Board of Directors and staff who in 2017 embraced the unconventional RFP idea that resulted in New Holland establishing their third brewpub here. I think New Holland says its best: we look forward to all of the savored moments their facility will create for the Battle Creek community!”

New Holland Brewing’s new pub has opened in downtown Battle Creek.




Established in 1972, Battle Creek Unlimited (BCU) is a private, non-profit corporation which serves as the economic development arm for the City of Battle Creek and manages the Fort Custer Industrial Park. The Fort Custer Industrial Park is home to over 80 businesses, including 25 international companies, and employs over 13,000 people. BCU’s mission is to build a strong community by driving strategic investment and job creation. Visit for more info.


Joe Sobieralski
President & CEO
Battle Creek Unlimited

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