Seventeen years after introducing Dragon’s Milk Bourbon Barrel-Aged Stout, New Holland Brewing Co., Holland, Mich., introduces dramatic new packaging for its flagship recipe. To celebrate the re-brand, the company is also releasing a never-before tasted brew: Dragon’s Milk Reserve – Banana Coconut.
The updated packaging, retail elements and branded merchandise will shift to a premium all-black base, allowing the hallmark dragon emblem to serve as the visual focus in place of the brewery’s own logo. Gradient dragon scales provide a nod to the stout’s name while mimicking the way foam dissipates in the glass when poured.
“Synonymous with its name, Dragon’s Milk has become its own legend and we’re proud of its heritage as the best liquid in our house,” said Brett VanderKamp, president. “We are passionate about the stout’s full, warming and rich blend comprising roasted malt characteristics complemented by smooth vanilla and oak flavors. Our new packaging aims to celebrate the complexity of the beer while paying tribute to its bold, rich undertones.”