Pabst To Sell, Distribute New Holland Beer

Larger breweries often combatted a stagnant U.S. beer market in recent years by acquiring their smaller craft beer rivals, which steadily grew their market share at the expense of the large brands.

A recent agreement between Pabst Brewing Company and New Holland Brewing Company, however, could offer another model for collaboration between mass-market and niche breweries.

Under their partnership announced last week, Pabst will sell New Holland beers to wholesalers as part of its high-end portfolio, while New Holland will offer a premium label to Pabst but maintain control of all other business operations.

"This is a true long-term partnership on both sides," Pabst Chairman Eugene Kashper said in a statement.

New Holland officials said that the unique agreement will allow it to remain independent — and brew all its beer in its native Holland, Mich. — while accelerating its growth.

“Five minutes into my first conversation with Eugene, I could tell I was going to like this guy," said New Holland President Brett VanderKamp. "He is very entrepreneurial and Pabst has a very unique view on partnerships. He understood our desire to remain independent while finding ways to insure our long term success."

The long-term pact is set to take effect next year.