Copyright M Live Michigan
A DeVos-backed distillery in Holland has unveiled a new name and an expanded tasting room to reflect its growing portfolio of spirits. Here are the five takeaways from the original article. New name reflects expanded portfolio Coppercraft Distillery has rebranded to CraftCo Distillery and Social House to better showcase its expanded portfolio of spirits. The new name encompasses all brands — including the original Coppercraft, Flying Ace, Fox & Oden, Thatcher’s, and Jos. A. Magnus & Co. — under a single corporate identity. Holland social house continues to expand After a soft launch in October, the company continues to expand its Holland tasting room to increase seating capacity from 37 to between 80 and 100 people. This expansion, expected to be fully open by early next year, will be supported by additional kitchen and wait staff. The DeVos family has owned the business for nearly a decade Coppercraft founder Walter Catton III sold the business in 2016 to Windquest Group, an investment firm owned by Dick and Betsy DeVos. The infusion of capital from the DeVos family funded an initial expansion in 2017 and has supported the company’s subsequent growth. Growth fueled by acquisitions and in-house brands CraftCo has grown its portfolio through both internal development and strategic acquisitions. In addition to creating its own Fox & Oden and Flying Ace brands, the company acquired the historic Jos. A. Magnus & Co. and Thatcher’s Organic Liqueurs. Holland investment is part of “get smaller to get bigger” strategy The distillery is pursuing a strategy of focusing on its flagship Holland location before pushing into further markets, said Matt Overway, director of distillery operations. CraftCo closed its Saugatuck tasting room last year, and there are currently no plans to reopen that location.
