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Bell's Brewery

Bell's Brewery is an American brewery founded in 1985 in , by Larry Bell, who began with a 15-gallon soup kettle to produce his first batch of , initially operating under the name Kalamazoo Brewing Company. It has grown into one of the largest breweries in the United States, with annual production reaching 467,000 barrels in 2023, and is recognized as Michigan's largest brewery by output. The brewery remains headquartered in Kalamazoo County, with facilities in Comstock for main production and Kalamazoo for experimental brewing, and it distributes its beers across all 50 states. Renowned for its innovative and hop-forward ales, Bell's is best known for flagship beers such as Oberon Ale, a introduced in 1992 and seasonal favorite, and Two Hearted Ale, an American launched in 1997 that has been voted the best beer in America multiple times in the American Homebrewers Association's Zymurgy survey, including in 2017, 2019, and 2020. Other notable offerings include Hopslam Ale, a double ranked among the top beers nationally, and barrel-aged like Expedition Stout from 1989. The brewery has earned widespread acclaim, with Bell's itself named the best in America for four consecutive years through 2020 in the same survey. In 2021, founder Larry Bell sold the company to , the Australasian beverage subsidiary of Holdings, which had previously acquired New Belgium Brewing in 2019, integrating Bell's into a larger portfolio while maintaining its independent operations, Michigan-based leadership, and focus on . In 2025, Bell's celebrated its 40th anniversary with a $20 million in expanded production capacity and a new brewpub planned for 2026. Bell's emphasizes inspired rooted in its homebrewing origins, having hosted events like Eccentric Day from 1991 to 2024 and operating the Eccentric Café as a key part of its Kalamazoo presence.

Overview

Founding and Early Development

Bell's Brewery was founded in 1983 by Larry Bell in , initially as a homebrewing supply store named the Kalamazoo Brewing Company. Bell, who had begun in the early 1980s while attending , opened the shop to share his passion for with local enthusiasts, providing supplies and fostering a community around the burgeoning homebrewing movement. The transition to commercial production occurred in , when customer requests for samples of Bell's homebrew prompted him to scale up operations using a repurposed 15-gallon soup kettle. On September 19 of that year, the company sold its first commercial batch under the name Kalamazoo Brewing Company, with the inaugural beer being Great Lakes Amber Ale—later renamed Bell's Amber Ale to reflect the brewery's evolving identity. Early efforts emphasized self-distribution and hands-on involvement, as Bell and a small team bottled and delivered the beer locally. In its formative years, the brewery maintained a strong emphasis on homebrewing education, leveraging the original supply store as a hub for classes, advice, and tastings that introduced customers to techniques and flavors. Production grew modestly, reaching 135 barrels (each equivalent to 31 gallons) by 1986, all handled by Bell and nine employees. This period solidified the brewery's roots in Michigan's craft scene, prioritizing quality and over rapid expansion. A key milestone in early development came in 1993 with the opening of the Eccentric on June 11, marking the first onsite pub for a after Bell collaborated with state legislators to amend laws allowing taproom sales. Located at 355 E. Kalamazoo Avenue adjacent to the , the café served as a tasting room and event space, enhancing direct consumer interaction and showcasing the brewery's beers.

Current Ownership and Status

In 2021, Bell's Brewery transitioned from family ownership to corporate control when it was acquired by , an Australian subsidiary of Japan's Holdings Company, in a deal announced on November 10 and completed on December 31 for an undisclosed amount. This marked the end of founder Larry Bell's direct involvement, as he retired from the business he had led since its inception. Under Lion's ownership, Bell's has maintained its commitment to craft beer principles, with the acquiring company emphasizing shared values in brewing quality and , and no immediate changes to day-to-day leadership or operations. As of 2025, Bell's remains one of Michigan's largest craft breweries, continuing active and from its facilities in Kalamazoo and Comstock while celebrating its 40th anniversary with a $20 million investment in enhancements. In a strategic move to streamline its portfolio, Bell's parent company announced the sale of its subsidiary Upper Hand Brewery in , to California-based Seven Beverages, Inc., in December 2024, with the transaction expected to close in early 2025 to allow focus on core brands.

History

Expansion and Key Milestones

In 1990, Bell's Brewery relocated to a larger facility in , installing a 15-barrel brewing system that remains in use today for experimental batches, marking a significant upgrade from its initial small-scale setup. This move supported growing demand and allowed for expanded production beyond the original roots established in 1985. By the early 2000s, continued growth necessitated further expansion; in 2003, Bell's opened a new in Comstock , approximately seven miles east of Kalamazoo, on a 32-acre site with an initial footprint of over 35,000 square feet. This facility dramatically increased production capacity, shifting from around 30,000 barrels annually at the Kalamazoo site to supporting broader distribution and higher volumes, with subsequent expansions adding bottling and canning lines. Key production milestones underscored this operational scaling. In 2008, Bell's surpassed 100,000 barrels shipped in a single year for the first time, reflecting robust demand for its core offerings. By 2014, annual production had reached 310,000 barrels, positioning Bell's as one of Michigan's largest craft breweries. In , Bell's launched Upper Hand Brewery as a satellite facility in Escanaba, Michigan's Upper Peninsula, operating as a distinct sister brewery with a 20-barrel system focused on a separate lineup of s to complement the main portfolio. This addition enhanced regional presence without overlapping core production. Further innovation came in 2017 with the introduction of a dedicated barrelhouse at the Kalamazoo site, enabling expanded experimentation and small-batch aging processes to diversify offerings.

Acquisition and Recent Developments

In November 2021, Bell's Brewery founder Larry Bell announced an agreement to sell the company to Lion, the Australian beverage company that owns New Belgium Brewing, after 36 years of family ownership without a clear succession plan. The deal, which positioned Lion as a major player in the U.S. craft beer market by combining Bell's approximately 500,000-barrel capacity with New Belgium's operations, was expected to close within a few months pending regulatory approvals and customary conditions. Bell, who planned to retire upon completion, emphasized continuity in beer production and operations, with the 550-employee workforce continuing under Executive Vice President Carrie Yunker. The acquisition closed in early 2022, with no reported significant employee impacts beyond leadership transitions aligned with Lion's structure. Prior to the acquisition, the COVID-19 pandemic in 2020 significantly disrupted Bell's operations, particularly taproom visits, which were curtailed by closures and capacity limits as part of broader industry safety measures. In response, Bell's shifted toward enhanced retail packaging, introducing larger formats like 12-packs of Two Hearted IPA and limited-edition Oberon mini-kegs to reduce consumer trips to stores amid lockdowns. These adaptations aligned with industry trends toward canning and off-premise sales, helping sustain demand during the period. Following the acquisition, supported Bell's initiatives, including expanded clean stewardship efforts. By , Bell's donated over $113,000 through its Inspired Giving program to nonprofits focused on and ecosystem health, building on ongoing via its on-site "Cube" facility that processes brewing byproducts into . These efforts complemented 's broader commitments to and across its breweries, though no specific installations were reported at Bell's facilities by that year. In recent years, Bell's has pursued strategic divestitures and growth. In November 2024, parent company announced the sale of Upper Hand Brewery—a 2014 Bell's spin-off in Michigan's Upper Peninsula—to California-based Seven Beverages, Inc., which closed in early 2025 to allow focused operations. As of 2025, Bell's introduced new product lines, including a Hefeweizen Ale exclusive to its series and an innovation launch in March, while committing $20 million to facility upgrades and an expanded at its Kalamazoo brewpub set for completion by the end of 2027.

Facilities and Operations

Primary Breweries and Locations

Bell's Brewery maintains its original brewing facility in , at 355 E. Kalamazoo Avenue, which serves as the company's and features the Eccentric Café along with a . Established in 1985, this site originally housed the brewery's initial 15-gallon soup kettle operations and a homebrew supply shop, but it now primarily focuses on experimental and exclusive production, public tours, and the iconic Eccentric Café that opened in 1993 as a brewpub and restaurant. The location also includes a introduced in 1996, emphasizing its role in community engagement and brand heritage rather than large-scale manufacturing. The primary production facility is the Comstock Brewery, located at 8938 Krum Avenue in Comstock Charter Township, , approximately seven miles east of Kalamazoo on a 32-acre site. Opened in 2003, this expansive plant handles the majority of Bell's , incorporating lines, cellars, and a center to support operations. A significant upgrade came in 2012 with the addition of a 200-barrel brewhouse, which enhanced brewing efficiency and allowed for a 24/7 schedule to meet growing demand. Prior to its 2024 sale, Bell's operated the Upper Hand Brewery in , as a sister facility focused on regional beers for Michigan's Upper Peninsula. Established in 2014, this location produced a distinct line of beers until New Belgium Brewing, Bell's parent company, agreed to sell it to Seven Beverages, Inc., which closed in early 2025. The Comstock site also includes a dedicated distribution and logistics center to facilitate shipping across Bell's markets.

Production and Capacity

Bell's Brewery achieved an annual production capacity of approximately 500,000 barrels following significant upgrades to its Comstock facility completed in , which expanded operations from prior levels of around 180,000 barrels. This enhancement supported the brewery's growth while integrating traditional craft brewing practices with contemporary machinery to ensure efficiency and consistency. The brewery emphasizes through meticulous ingredient selection and ongoing process oversight, led by experts focused on maintaining beer's sensory attributes and operational standards. Ingredient sourcing prioritizes regional resources, including Michigan-grown from the brewery's own 2.5-acre on-site yard and partnerships with farms, to support freshness and ties. Sustainability efforts include spent grains for or composting, alongside in the Bio-Energy Building that converts pollutants into . Post-2021 advancements include the 2022 installation of a second automated line at the Comstock site, which doubled capacity and improved output efficiency for canned products. These updates align with broader facility expansions, enabling sustained production growth amid increasing demand.

Products

Year-Round Beers

Bell's Amber Ale serves as the original flagship beer of the brewery, introduced in its early years as a cornerstone of the product lineup. This American amber ale is characterized by balanced flavors of toasted and sweet caramel malts, complemented by clean bitterness and herbal-citrusy hop aromas. With an (ABV) of 5.8%, it offers a medium body suitable for broad appeal. It is available in 12-ounce bottles (6-packs), cans, and on . Two Hearted Ale stands as an iconic American India pale ale (IPA) in Bell's portfolio, brewed exclusively with 100% Centennial hops since its introduction in 1997. The beer delivers refreshing hop aromas alongside prominent citrus, grapefruit, and pine flavors, achieving balance through its dry-hopping process. At 7% ABV, it has become a benchmark for hop-forward ales. Packaging includes 12-ounce bottles and cans (6-packs and variety packs) as well as draft options. Lager of the Lakes represents a crisp Pilsner-style with firm backbone and herbal hop bitterness, evoking traditional influences while suited to preferences. Brewed to 5% ABV, it features a clean, refreshing finish. Availability spans bottles, cans, and draft formats. Light Hearted Ale offers a low-calorie option in the IPA category, echoing elements of Two Hearted with citrus and pine aromas from Centennial and Galaxy hops, but in a lighter, sessionable form at 3.7% ABV and approximately 110 calories per serving. Its balanced profile ensures easy drinkability. It is packaged in 12-ounce cans (6- and 12-packs) and on draft. Hazy Hearted is a hazy iteration in the IPA lineup, featuring juicy and notes from Citra, , and Amarillo hops, with a soft, hazy appearance and 7% ABV. It provides a modern, approachable take on the style and is available in 12-ounce cans (6- and 12-packs) and draft. Kalamazoo Stout, an oatmeal stout introduced in the brewery's early days, offers smooth roasted malt flavors with notes of , , and a velvety at 6% ABV. It is a year-round staple packaged in 12-ounce bottles and cans (6-packs) and on draft. Porter is a robust porter with rich, dark character, balancing , , and subtle roast bitterness at 5.8% ABV. Available year-round in 12-ounce bottles and cans (6-packs) and .

Seasonal and Specialty Beers

Bell's Brewery produces a range of seasonal beers tied to specific times of the year, offering variations that complement its core lineup with fresh, thematic profiles. Ale, a with spicy character and fruity aromas from house , serves as the flagship spring and summer release, debuting annually in March and available through September at 5.8% ABV. Recent variants include Oberon Light, a low-calorie version (95 calories, 4% ABV) introduced in 2025 for lighter refreshment, and Eclipse, a raspberry ale (5.8% ABV) launched as a fall bridge offering with subtle fruit notes. For fall, Octoberfest Beer provides a traditional Märzen-style with malty, toasty notes from 100% Michigan-grown . Winter seasonals emphasize bold, robust flavors suited for colder months. Hopslam Ale, a double introduced in 2004, features a pungent blend of grapefruit, stone fruit, and floral balanced by honey , clocking in at 10% ABV and 65 IBUs as an annual January limited release. Expedition Stout, one of the earliest Russian Imperial Stouts brewed in the United States since 1989, delivers immense complexity with dark , chocolate, and roast notes at 10.5% ABV, designed for cellaring and winter enjoyment. Christmas Ale rounds out the holidays with a rich, toasty profile of sweet and warm spices. Specialty series expand Bell's experimental side with niche, limited-run offerings. The Planet Series was a limited project launched in 2014 and inspired by Gustav Holst's orchestral suite , comprising seven unique beers produced through 2015, each evoking a celestial body's musical theme; for instance, Mars is a double with intense and malty backbone, while Neptune the Mystic is an Imperial Stout blending herbal, chocolate, and licorice elements. Variants like Tropical Hopslam, a limited twist on the classic with pineapple, mango, and passionfruit hop notes, highlight ongoing innovations in hop-forward specialties. From the No. 9 Barrelhouse, Bell's crafts small-batch limited editions focused on barrel aging and experimentation. Bourbon Barrel-Aged Expedition Stout imparts , , , and deepened roast flavors after 12 months of maturation. Batch 9,000 Ale represents a boundary-pushing one-time recipe with , , and aromas, often further aged in bourbon barrels for added warmth and complexity. These releases underscore Bell's commitment to niche, age-worthy beers beyond standard rotations.

Recognition

Awards and Honors

Bell's Brewery has garnered significant recognition for its beers through various industry competitions and surveys, highlighting the quality and popularity of its offerings among craft beer enthusiasts and professionals. Two Hearted Ale has been a standout in the American Homebrewers Association's annual Best Beers in America survey, published in Zymurgy magazine. It ranked second from 2010 to 2016, behind Russian River's , before ascending to the top spot from 2017 to 2019 and maintaining first place in 2020. The brewery itself was named the top brewery in the 2020 survey, with Hopslam Ale placing fifth overall that year. At the (GABF), organized by the Brewers Association, Bell's has earned multiple medals across categories. Expedition Stout secured a in the Aged Beer category in 2011, while Sparkleberry Ale took bronze in the category in 2013. Additional honors include a for in 2018. Post-2021 accolades include gold medals at the U.S. Open Beer Championship in 2025 for two beers, contributing to three total medals for the brewery that year. Lager for the Lakes won gold at the 2023 World Expo of Beer in the Standard American Lager category. In 2021, Bell's Bourbon Barrel Aged Expedition Stout received bronze at the Brussels Beer Challenge in the Flavoured Beer: Russian Imperial Stout category.

Industry Influence

Bell's Brewery played a pivotal role in pioneering Michigan's scene, establishing itself as the state's oldest surviving when it began operations in 1985 under the name Kalamazoo Brewing Company. Founded by Larry Bell, who initially opened a supply store in 1983, the brewery introduced innovative beers such as Amber Ale—the first for many locals—and Third Coast Beer ahead of the broader , helping to cultivate local interest and set standards for quality and creativity in regional . The brewery's Two Hearted Ale, first released in 1997 and brewed exclusively with hops, has significantly influenced the popularity of hop-forward across the American landscape. This American , known for its balanced piney, , and malty profile, has been credited with shaping consumer preferences for bold, aromatic expressions, earning widespread acclaim and inspiring numerous breweries to develop similar single-hop or citrus-driven styles that emphasize flavor harmony over extreme bitterness. Its enduring legacy underscores a shift toward accessible yet complex that broadened the appeal of the style nationwide. Bell's has fostered strong community ties through the Eccentric Café, its onsite opened in as Michigan's first brewery-affiliated venue, which hosts live music concerts, all-ages events, and seasonal festivals to engage enthusiasts and locals alike. These gatherings, including collaborative tastings and cultural showcases, complement the brewery's in homebrewing advocacy, as evidenced by its origins as a supply shop and ongoing support for amateur brewers via educational resources and the General Store's ingredients. Following its 2021 acquisition by Lion Little World Beverages and subsequent integration with New Belgium Brewing in 2022, Bell's has advanced diversity initiatives, notably through the Celebration Series where underrepresented staff members, including those from Black/African American and Latinx communities, lead the creation of specialty beers like Seneca Village and Brillosa to highlight inclusive voices in brewing. By 2024, these efforts continued to emphasize equitable professional development and a diverse workforce, including in production roles, as part of broader commitments to equity outlined in annual reports.

Distribution

Markets and Availability

Bell's Brewery distributes its beers throughout all 50 U.S. states, , and via an extensive network of independent wholesalers. This nationwide reach was achieved through phased expansions, including entries into the states of , , , , and in 2023, followed by later that year. The brewery's products are available in multiple formats to accommodate various consumer preferences and venues. Cans and bottles can be purchased at retail stores, supermarkets, and liquor outlets, while drafts are commonly served in bars, restaurants, and taprooms. Direct sales occur at Bell's own facilities, including the Eccentric Café in , where visitors can enjoy fresh pours alongside brewery tours. A beer finder tool on the official website assists consumers in locating nearby availability for both on-premise and off-premise options. Bell's primary focus remains domestic distribution as of 2025, with limited international presence. Regional variations in availability persist for certain offerings, particularly seasonal and specialty beers that are initially limited to core Midwest markets before broader rollout. For instance, releases like No, Yeah!, a honoring Midwestern culture, began with focused distribution in states such as before expanding nationally.

Distribution Challenges

In 2006, Bell's Brewery temporarily exited the market amid disputes with its wholesaler, Union Beverage (later National Wine & Spirits), over performance issues and compliance with state franchise laws. The conflict, which involved allegations of inadequate promotion and sales efforts, led Bell's to halt distribution in its fourth-largest market, representing about 11% of the brewery's $12 million annual sales at the time. The brewery resumed operations in in 2008 following and the distributor's loss of its wholesale license due to unrelated regulatory violations. A similar logistical hurdle arose in 2019 when Bell's withdrew from the entire market due to a dispute over distributor rights in the area. The issue originated from the acquisition of longtime partner Loveland Distributing by Premium Distributors of (a of Reyes Beverage Group) without providing Bell's with required contract details on the sale terms or buyer qualifications. To avoid potential litigation and financial exposure under 's laws, Bell's ceased shipments statewide, impacting roughly 300,000 cases annually. The matter was resolved via in 2020, enabling Bell's beers to return to shelves across by . These incidents highlight Bell's ongoing struggles with the three-tier distribution system, which mandates separation between producers, wholesalers, and retailers to regulate alcohol commerce and prevent tied-house conflicts. While founder Larry Bell has endorsed the system's role in supporting growth, he has criticized aspects of state implementations—such as Virginia's—that grant wholesalers disproportionate leverage, often resulting in opaque transactions and diminished brewer oversight. This dynamic challenges Bell's efforts to preserve brand integrity, including consistent marketing, , and strategic placement, frequently necessitating to enforce terms like in ownership changes. Despite these obstacles, Bell's has adapted through legal resolutions and strategic partnerships, achieving in all 50 states by 2023 while prioritizing clauses to safeguard relational and logistical stability.

Legal Issues

Trademark Disputes

In the late 1990s, Bell's Brewery encountered its first significant trademark challenge when attempting to protect the name of its flagship spring seasonal beer, originally called Solsun. The Mexican brewing company Cervecería Cuauhtémoc Moctezuma, producers of the lager El , opposed the trademark application due to phonetic and conceptual similarities between "Solsun" and "Sol," both evoking the sun. To avoid a protracted legal battle, Bell's renamed the beer in 1998, drawing inspiration from Shakespeare's , allowing the wheat ale to launch without further opposition and become a cornerstone of the brewery's portfolio. A more publicized dispute arose in 2015 involving Innovation Brewing, a small North Carolina microbrewery seeking federal trademark registration for its name. Bell's Brewery filed an opposition with the U.S. Trademark Trial and Appeal Board (TTAB), arguing that "Innovation" could cause consumer confusion with its longstanding unregistered slogan "bottling innovation since 1985," used on promotional materials like bumper stickers. Bell's emphasized that it was not demanding a name or logo change, nor pursuing a lawsuit or financial penalties, but solely seeking to block the registration to safeguard its brand identity after amicable settlement offers were rejected. The TTAB ultimately dismissed Bell's opposition in late 2017, ruling no likelihood of confusion and allowing Innovation Brewing to retain its name and secure the trademark in 2018. Throughout the and beyond, Bell's actively opposed other applications perceived as infringing on its core marks, such as a challenge against Bell Hill Vineyards for a similar name that could dilute the brewery's identity. These efforts underscored Bell's commitment to protecting its trademarks amid growing competition in the sector. Following its 2021 acquisition by , an Australian subsidiary of Holdings, Bell's continued vigilant monitoring and enforcement of its , including settling a 2020 dispute over the "Deer Camp" mark with coffee producer Buck Baits LLC in 2021 to prevent brand overlap.

Contract and Distribution Conflicts

Bell's Brewery has encountered several disputes with distributors, often stemming from state laws that protect wholesalers and limit brewers' ability to terminate agreements without good cause. These conflicts have frequently involved territory rights and distributor sales, leading to temporary market withdrawals and proceedings. A notable historical example occurred in 2006 in , where Bell's sought to terminate its agreement with wholesaler National Wine and Spirits due to concerns over the distributor's planned sale of rights to another entity, which Bell's believed would harm its brands. Under beer franchise laws, which require good cause for termination, the dispute escalated into legal battles, prompting Bell's to halt all shipments to the state despite Illinois representing over 10% of its sales at the time. The brewery withdrew entirely from the market for nearly two years until , when National Wine and Spirits lost its wholesale license, resolving the threat of ongoing litigation and allowing Bell's to re-enter with a new distributor. Similar tensions arose in 2019 and 2020 across multiple states, forcing Bell's into under state-specific franchise protections that prioritize distributor rights. In , the most prominent case began in when distributor Loveland Distributing was sold to Premium Distributors of (a Reyes Beer Division ); Bell's withheld approval due to insufficient details on the deal and concerns over future brand support. This led to multiple lawsuits from affected wholesalers, including Blue Ridge Beverage Company, alleging wrongful termination. In 2020, a Michigan federal district court ruled in Bell's favor, compelling for the Blue Ridge dispute under the , as the 2015 distribution agreement included a broad covering such claims. The ruling stayed administrative proceedings by the Alcoholic Beverage Control Authority, affirming Bell's position on territory rights. The statewide impasse, which began with halted shipments in February 2019, ended in November 2020 through an out-of-court settlement, enabling Bell's to partner with Specialty Beverage of and resume distribution by month's end. Following these resolutions and the 2021 acquisition by (an Australian brewer that also owns New Belgium Brewing), Bell's implemented strategies to stabilize its distribution network, including revised wholesaler agreements in 2022. This involved consolidating much of its footprint outside with Reyes Beer Division, aligning with New Belgium's existing partnerships to streamline operations and reduce future territorial conflicts. These changes aimed to enhance efficiency while navigating ongoing state regulations.

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