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.
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