Bell’s Brewery

Upper Hand Brewery, opened by Bell’s Brewery founder Larry Bell in 2014, is about to change hands. Kirin-owned New Belgium acquired Escanaba, Michigan-based Upper Hand when it merged with Bell’s in 2021.

New Belgium Brewing eliminated the roles of seven employees Thursday as part of a reorganization of its sales and marketing structure, a spokesperson told Brewbound.

News broke late yesterday that New Belgium has named Rebecca Dye Yonushonis as the company’s next CMO, filling the vacancy left by Shaun Belongie when he was appointed CEO last fall.

Bell’s Brewery flagship Two Hearted IPA is getting some company on shelves. The Comstock, Michigan-headquartered brewery has elevated Hazy Hearted IPA (7.5% ABV) to nationwide distribution and Big Hearted IPA (9.5% ABV) to year-round distribution in select markets.

2022 marked a record year for New Belgium Brewing Company, as the Fort Collins, Colorado-headquartered craft brewery’s volume topped 1.2 million barrels (+15% year-over-year), driven by the continued success of the Voodoo Ranger IPA portfolio, New Belgium CEO Steve Fechheimer shared. Meanwhile, Bell’s Brewery declined around -8%, to just shy of 450,000 barrels.

Bell’s Brewery is expanding the brand family of its flagship Two Hearted IPA, beginning with Hazy Hearted IPA and a new variety pack, the Comstock, Michigan-based brewery announced today.