08/06/2026
A Summer of Soccer with Varitage Beer
Over the course of 39 matchdays, Varitage Brew Works became a destination for supporters from across New Jersey, New York, and beyond. What started as a brewery built around a shared passion for soccer evolved into one of the country's most recognized World Cup watch destinations.
Not only was Varitage named one of The New York Times' best places to watch the World Cup in New Jersey, but it also earned recognition from USA Today as one of the Top 5 World Cup Bars in the United States, among many other accomplishments.
As founder Mark Costa shared, "Looking back, I realize the World Cup wasn't the beginning of our story—it was the payoff for a decision we had already made. We went all in on soccer. Every decision, every beer, every promotion, and every experience became centered around the world's game." That commitment created more than a place to watch matches—it built a community.
Costa also reflected on the unexpected turnout from younger supporters: "We saw families, lifelong soccer supporters, first-time visitors, and something that surprised me the most—so many people in their twenties... Soccer became the bridge." In an industry where many breweries are searching for ways to reach younger audiences, Varitage showed that authentic culture can still bring people together.
For Costa, the tournament was also deeply personal. "As a brewer, that's an incredibly rewarding position to be in... I'm a soccer fan, a coach, and a former player, so the beers I naturally love are the same beers our supporters want to drink."
"Now that the tournament has ended, our mission hasn't changed. If anything, it's become even clearer. The final whistle wasn't ours. It was only the beginning." For Varitage, the World Cup wasn't the finish line—it was proof that authenticity, community, and a shared passion for the world's game can continue to shape the future of craft beer.
