• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

New Holland Brewing and Carhartt announce The Road Home to Craftsmanship Tour

September 4, 2014Keith Gribbins

New Holland Brewing Carhartt_Trailer
The New Holland/Carhartt Road Home crew might be pulling into your neighborhood soon.

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 our country’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 21 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,” said New Holland Vice President of Brand and Lifestyle Fred Bueltmann.

“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, Mich., 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.

New Holland Carhartt Woodsman
New Holland and Carhartt reveal name, style and packaging of collab beer
Carhartt Empire Hops Farm
New Holland Brewing and Carhartt plan collaboration beer
The 2021 Great American Beer Fest’s Fresh Hop Category winners got announced, gold goes to Washington’s Single Hill Brewing
GABF medals
Great American Beer Festival canceled, awards ceremony to take place at Craft Brewers Conference in September

Reader Interactions

Comments

  1. Cory Johnson says

    September 5, 2014 at 2:22 am

    Cory Johnson liked this on Facebook.

    Log in to Reply
  2. Brock Dilger says

    September 4, 2014 at 6:37 pm

    Brock Dilger liked this on Facebook.

    Log in to Reply
  3. Lorraine Deffenbaugh says

    September 4, 2014 at 5:37 pm

    Lorraine Deffenbaugh liked this on Facebook.

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Sapporo to acquire Stone Brewing, that one brewery that kept saying it wasn’t interested in selling out
  • Harpoon collaborates with Reebok, Elysian reveals new tarot labels and more beers to know this week
  • Carlsberg announces largest test trial of its fully recyclable Fiber Bottles (Mads Mikkelsen’s a fan)
  • Marketing idea of the week: Three Denver breweries launch NFT for IRL event

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Sapporo to acquire Stone Brewing, that one brewery that kept saying it wasn’t interested in selling out
    June 24, 2022
  • Reebok-x-Rec-2Harpoon collaborates with Reebok, Elysian reveals new tarot labels and more beers to know this week
    June 23, 2022
  • Carlsberg announces largest test trial of its fully recyclable Fiber Bottles (Mads Mikkelsen’s a fan)
    June 22, 2022
  • Strategic Partnership HandshakeHarpoon parent company buys Long Trail Brewing brands
    June 21, 2022
  • beer taps brain distribution cbb cropUnfiltered: What to do when my head brewer leaves?
    June 20, 2022
  • Man,Holding,Beer,Can,In,A,Liquor,Store,,Choosing,BeerWhat makes a good craft beer label?
    June 16, 2022

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2022 · CBB Media LLC

Posting....