Dungeons & Dragons is celebrating its 50th anniversary with a new collaboration with New Holland Brewing Company. Today, Wizards of the Coast and New Holland announced that it would be releasing a limited-edition D20 Brew Bourbon Barrel Aged Stout and an Origin Mead Cask Bourbon Whiskey through New Holland's Dragon Milk product line to celebrate D&D's 50th anniversary. Merchandise for the new line will also be made available on the Dragon's Milk webpage, with pre-orders launching this week.
The D&D franchise has announced several product tie-ins in celebration of the game's 50th anniversary, including a LEGO set, and a line of Converse clothes and shoes. And while it may seem odd for D&D to get an official beer and bourbon, other companies have stepped into that space before, with Matthew Lillard co-owning a Quest's End whiskey line with limited edition whiskeys geared toward fantasy fans and even running a Critical Role crossover. Of course, D&D branded merchandise has always been a part of the franchise, dating back to the 1980s toy and kid's merchandise line.
The full press release can be found below:
HOLLAND, Mich., Sept. 4, 2024— Craft brewery and distillery, New Holland Brewing Co. today announced an expansion of its Dragon’s Milk product line, in collaboration with leading toy and game company Hasbro and its Wizards of the Coast division, to celebrate the 50th anniversary of the World’s Greatest Roleplaying Game, DUNGEONS & DRAGONS (D&D). The expansion includes a limited-edition D20 Brew Bourbon Barrel Aged Stout and Origin Mead Cask Bourbon Whiskey. Both beverages will be available at select retailers, including New Holland Brewing retail locations, and at dragonsmilk.com/dnd starting in November 2024. A merchandise pre-sale including limited wearables and glassware begins September 6, 2024, at dragonsmilk.com/dnd.
“Brewed with the same passion that fuels D&D adventures, Dragon’s Milk has a nationally renowned reputation as a bold, legendary beverage,” said Brett Vanderkamp, CEO and founder of New Holland Brewing Company. “Not only does our work with Hasbro allow us to honor D&D’s 50-year history, but it also underscores our shared values of creating savored moments and forging lasting friendships.”
D20 Brew and Origin Mead Cask Bourbon Whiskey will expand New Holland’s well-established Dragon’s Milk product line, which currently features several year-round stouts and bourbons.
"D&D isn’t just a game - it's this amazing community that's all about bringing fantasy and wonder to life, whether that's in living rooms, backyards, or wherever folks want to play,” said Jess Lanzillo, Head of D&D Product and Franchise at Wizards of the Coast. “We're super excited to be teaming up with New Holland for D&D's big anniversary. Together, we’re building on what makes D&D so cool - bringing people together through the shared experience of adventure.”
The top selling American-made stout, Dragon’s Milk has received numerous accolades over the years including Gold at the New York International Beer Competition and Silver at the Great American Beer Festival. Additionally, Dragon’s Milk Origin Small Batch Bourbon received the highest honor – a double gold medal – at the 2022 New York International Spirits Competition, was recognized as the “Best in Class” bourbon at the 2023 American Distilling Institute’s (ADI) International Spirits Competition and received a Platinum medal at Fred Minnick’s Ascot Awards in 2023.
Additional details surrounding the product launch to follow as the release approaches. For more information on Dragon’s Milk by New Holland Brewing Company, visit dragonsmilk.com. For more information on D&D, visit dndbeyond.com.
“Brewed with the same passion that fuels D&D adventures, Dragon’s Milk has a nationally renowned reputation as a bold, legendary beverage,” said Brett Vanderkamp, CEO and founder of New Holland Brewing Company. “Not only does our work with Hasbro allow us to honor D&D’s 50-year history, but it also underscores our shared values of creating savored moments and forging lasting friendships.”
D20 Brew and Origin Mead Cask Bourbon Whiskey will expand New Holland’s well-established Dragon’s Milk product line, which currently features several year-round stouts and bourbons.
"D&D isn’t just a game - it's this amazing community that's all about bringing fantasy and wonder to life, whether that's in living rooms, backyards, or wherever folks want to play,” said Jess Lanzillo, Head of D&D Product and Franchise at Wizards of the Coast. “We're super excited to be teaming up with New Holland for D&D's big anniversary. Together, we’re building on what makes D&D so cool - bringing people together through the shared experience of adventure.”
The top selling American-made stout, Dragon’s Milk has received numerous accolades over the years including Gold at the New York International Beer Competition and Silver at the Great American Beer Festival. Additionally, Dragon’s Milk Origin Small Batch Bourbon received the highest honor – a double gold medal – at the 2022 New York International Spirits Competition, was recognized as the “Best in Class” bourbon at the 2023 American Distilling Institute’s (ADI) International Spirits Competition and received a Platinum medal at Fred Minnick’s Ascot Awards in 2023.
Additional details surrounding the product launch to follow as the release approaches. For more information on Dragon’s Milk by New Holland Brewing Company, visit dragonsmilk.com. For more information on D&D, visit dndbeyond.com.
