Thursday, August 21, 2014

New Holland Brewing and Carhartt Announce "The Road Home to Craftsmanship" Tour to Launch Collaboration Beer

Written by  Paul Starr
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In February, Carhartt, America’s legendary work wear brand, and New Holland Brewing Co., brewers of craft beer and spirits, announced a collaboration brew to celebrate the 125th anniversary of the iconic clothing manufacturer - The Carhartt Woodsman. The beer is brewed for the men and women who are building America, holding craftsmanship and hard work close to their heart and The Road Home to Craftsmanship is a tour created to bring the beer to the people, and bring their stories back.
The Road Home crew, including brewers, storytellers, and tradespeople from New Holland, Carhartt and beyond is reaching out to hear and share stories with the people who make ourcountry's landscape unique. Each stop will be its own experience as we visit local artisans and craftspeople who are helping to build America through their individual trades, host launch parties at local businesses and camp­fire talks, and eventually arrive at craft beer’s biggest stage, the Great American Beer Festival (GABF) in Denver.

The tour kicks off in Carhartt’s backyard on September 21st at Grand Trunk Pub in Detroit, with a finale in the mountains of Colorado to be announced with GPS coordinates, before finally arriving in Denver for the GABF.

“It has been a dream to work with Carhartt and we can’t wait to hit the road with them to introduce the Carhartt Woodsman to its thirsty public,” says New Holland Vice President of Brand and Lifestyle, Fred Bueltmann.carharrt-beer

“As Carhartt celebrates its 125th year, we wanted to honor the craftspeople and tradespeople who have loyally supported the brand over the years and have helped us reach this significant milestone,” said Senior Vice President of Marketing at Carhartt, Tony Ambroza. “The Carhartt Woodsman and the Road Home to Craftsmanship tour is really a tribute to our hardworking consumers who have helped us build this family-owned brand for more than a century– it’s a toast of thanks from Carhartt to them.”

The crew will be bringing New Holland’s newly-renovated Stop & Taste trailer, a 34-foot Spartan trailer from 1947, geared up with a twenty tap, glycol chilled draught system for outside service and a lounge outfitted in Carhartt upholstered benches and wet bar inside. The Road Home crew will celebrate the launch of the tour at Carhartt headquarters in Dearborn, Michigan, before heading across the state to host a series of launch parties including New Holland Brewing’s Pub on the 8th, in Holland, Michigan. After that, the team begins their two-week trek across the Midwest and into Colorado’s Rocky Mountains.

“We’re headed on this tour with an air of curiosity and an appetite for adventure,” continued Bueltmann. “Our brands only exist because of the colorful, passionate people that support them. It will be great to be able to take time to talk and taste with them, lingering over flavors and conversations.”

Tour stops include (Detroit; Holland, Michigan; Milwaukee; Chicago; Des Moines, Iowa; Lincoln, Nebraska and Denver), with a full schedule of events available soon. You can also follow The Carhartt Woodsman on tour on Facebook, Twitter and Instagram #CarharttWoodsman.

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 Carhartt, Inc.

Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 4,400 employees worldwide, Carhartt is family-owned and managed by the descendants of the company‘s founder, Hamilton Carhartt. For more information, visit

About The Carhartt Woodsman

The Carhartt Woodsman – a Barrel-Aged Pale Ale will be available across the country in fall 2014. Michigan-grown Cascade hops bring a brightness to this barrel-aged American pale ale. The Carhartt Woodsman is a session beer based on its easy going 4.5 % alcohol by volume, its malt sweetness and toasted oak combine for a smooth, refreshing finish. Pairings: Burgers, BBQ, and a job well done.

Paul Starr

Paul Starr

Paul Starr is the creator of the I'm a Beer Hound and one of the organizer and the driving force behind Art & Craft Beerfest, Lansing Beer Fest, Beerfest at the Ballpark Spring & Fall. When he's not working on Beer Hound he's probably watching the Lions, Tigers or Red Wings. Being a recent new Dad of twins, he doesn't have much extra time these days for mischief.