Food Service & Agriculture, Marketing, PR & Advertising, and Sports Business

Brewery partners with Grand Rapids FC

April 20, 2016
| By Pat Evans |
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Brewery uncaps tasting room
New Holland Brewing Co. sells branded merchandise at its Sidecar store and tasting room in downtown Holland. Courtesy New Holland

A brewery and a sports team have partnered for a special beer.

New Holland Brewing Co. and Grand Rapids FC have brewed Extra Time Golden Lager for the 2016 season.

The beer will be available throughout West Michigan, with a release set for Saturday at the New Holland pub on 8th Street in downtown Holland.

GRFC takes on the Hope College team in an exhibition at 7 p.m. on Saturday at Van Andel Field in Holland.

A march from the pub to the soccer field will occur prior to the game.

“The partnership with New Holland Brewing is something we are very happy to dive into feet first, and this is the first many great collaborations between our brands,” said Matt Roberts, founder, GRFC.

New Holland Pub Brewer Steve Berthel brewed a pilot batch of the beer with GRFC representatives, before working with New Holland production brewers to scale up the recipe, so the beer can be available to bars and restaurants across the region.

“We were big fans of GRFC before this collaboration,” said Joel Petersen, VP of Marketing, New Holland Brewing Co. “We are really excited to sponsor the team as they grow.”

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