GRFC Collaborates with New Holland for “Extra Time” Lager

New Holland Brewing Co. | April 20, 2016

New Holland Brewing teamed up with local minor league soccer team, Grand Rapids Football Club (GRFC), to brew a limited-edition beer honoring the team, their fans and their upcoming 2016 season.

Extra Time Golden Lager is the creation of New Holland Head Pub Brewer, Steve “Bert” Berthel, and was brewed in collaboration with members of GRFC. It features Michigan-sourced ingredients and is the perfect beer to be served before, during, and after cheering on the “Boys in Blue”. Extra Time is a nod to the period of play if a soccer match is tied after regulation.

This new beer will be available throughout the West Michigan area at GRFC supporter accounts, kicking off with a special tapping at New Holland Pub on 8th in Downtown Holland, on April 22, the same day as the GRFC exhibition game against Hope College (7pm, Van Andel Field in Holland, MI). Fans will conduct their “march” from the Pub on 8th down to the Hope stadium prior to the game.

Berthel and the brewers at New Holland Brewing worked together to adapt the Extra Time Golden Lager recipe to production scale, which will allow the beer to be enjoyed by GRFC fans throughout the region for the entire season.

“We were big fans of GRFC before this collaboration” said Joel Petersen, VP of Marketing for New Holland Brewing. “We are really excited to sponsor the team as they grow and brew this beer for all GRFC and New Holland fans to enjoy throughout West Michigan this soccer season. New Holland and GRFC share a passion for community, and now great beer as well.”

Extra Time Golden Lager will be available for the duration of the GRFC season on draught at various pubs and restaurants across West Michigan.

“We are very excited to be able to raise a pint with our supporters all over West Michigan this summer,” said Matt Roberts, GRFC President. “The partnership with New Holland Brewing is something we are very happy to dive into feet first and this beer is the first of many great collaborations between our brands.”

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New Holland Brewing Company, LLC. – 66 E. 8th St., Holland, MI
www.newhollandbrew.com

About New Holland Brewing Co.

New Holland Brewing Company’s deep roots in the craft industry go back to 1997. Our role as an integral member of the artisan approach is something we take seriously, yet engage lightheartedly. We believe the art of craft lives in fostering rich experiences for our customers, through creating authentic beer, spirits and food while providing great service. Recognized for our creativity and artistry, our mission to improve the lives of craft consumers everywhere is seen in our diverse, balanced collection of beer and spirits.

About Grand Rapids FC

Grand Rapids FC is an American soccer club based in Grand Rapids, Michigan that plays in the National Premier Soccer League. The team was founded in 2014 and its first season is in 2015. It is funded by a group of supporters who purchase memberships to cover the operating expenses, as well as by local sponsors. Visit http://grandrapidsfc.com/ for tickets, schedule, and general information.