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What is the Fairbanks Society?

Whether you’ve been with us from the beginning or you are joining us for the first time, we’ve always made an effort to treat our most loyal customers with recognition and gratitude. When we opened our first taproom at 205 Fairbanks Avenue in 1997, we started the Fairbanks Society as a way to create a sense of camaraderie among our “regulars.” The group quickly doubled in size when we relocated to 8th Street in 2002. It grew even more with the arrival of our Grand Rapids location fourteen years later. In 2019, we opened our first Spirits Tasting Room in Saugatuck, followed by another in South Haven.

As we look at how far we’ve come and look forward to the future, one thing remains constant — our Fairbanks Society members stand as an integral part of our family. This name speaks to the history of our company, our customers, and the many moments we’ve spent together over the last 20+ years. Even though our Fairbanks location is long gone, we will celebrate its legacy whenever we raise a glass at New Holland. Cheers!


  • $1 off beers
  • $1 off cocktails
  • Fairbanks Tuesdays (Enjoy 20% off your dine-in food and beverage bill)
  • Rotating deals and discounts throughout the year
  • Early access to select limited releases and events
  • 10% off paired dinner and cocktail classes
  • 20% off keg orders