Beverage Industry

New Holland Brewing Co. collaborates for Carhartt’s 125th anniversary

Commemorative craft beer set for fall release

February 3, 2014

Holland, Mich.-based New Holland Brewing Co. announced a collaboration with Carhartt, a Dearborn, Mich.-based work wear brand, to brew a craft beer in honor of the clothing manufacturer’s 125th anniversary. The new brew will pay tribute to the hard-working people who wear Carhartt clothing, the companies say.

New Holland and Carhartt will collaborate throughout the production process including determining the concept; selecting Michigan-made ingredients; as well as brewing, packaging and distribution in order to create the beer in time for a fall 2014 release, the companies say.

"Carhartt is the epitome of craftsmanship," said New Holland President Brett VanderKamp in a statement. "The same dedication to hard work and creativity that we admire in farmers, chefs, artists and other brewers is exactly what you'll find at Carhartt. They reflect the same devotion to quality raw materials, artisan processes, and delivering remarkable results as we do here at New Holland."

New Holland and Carhartt will share their story throughout 2014 as the project develops. They plan to announce more specifics about the brew itself and other points of collaboration as early as this spring.

"There have already been many great discoveries during this collaboration," said Tony Ambroza, Carhartt’s vice president of marketing, in a statement. "Not only do we share a home state, but we share a similar mission to serve those who believe in superior craftsmanship, products worth reaching for and experiences that last a lifetime. That's a powerful place to start a partnership."

Fred Bueltmann, New Holland's vice president of sales and marketing, agrees that the companies share more similarities than differences. For example, both companies serve the same discerning customer group that values products that are well-made, he says.

"Working with Carhartt is very inspiring," Bueltmann said in a statement. "In our own industry we're seen as the 'old guys' — having been around since 1997. When you look at a company like Carhartt that has been around since 1889 and has never compromised on quality and craftsmanship, it reaffirms our own direction and commitment to creating great products with integrity. We know it can be done because it already has."