New Holland & Grand Rapids FC Team Up to Brew “Extra Time” for Soccer Club’s 2016 Season

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 8^th 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 8^th 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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