New Holland Brewing Co. to release The Carhartt Woodsman
New Holland Brewing Company opened in 1996, just a few blocks away from the campus of Hope College in Holland, Mich. This is where I began my college career (and met my wife), a few years before the existence of the brewery. I have, however, returned many times since then to enjoy its beer. New Holland has a wonderful brewpub right on Main Street, which offers pub-only releases brewed by Steve “Bert” Berthel, in addition to its flagship ales. The pub also offers a full menu and is distributed in about a dozen states, including Indiana. Among New Holland’s well-known beers are its Hatter Series (some of which can still be found on the shelves of Michiana bottle shops) and one of my personal favorites, Dragon’s Milk (bourbon barrel stout, 10 percent ABV, IBUs 31), which is available year-round.
As a potter who has worked construction and who always has plenty of projects, I own lots of Carhartt clothing. From durable shorts worn on hot days while firing the kiln to flannel lined jeans and coveralls worn while glazing in the dead of winter, I am very fond of Carhartt clothing. I have owned my paint, concrete, caulk and clay-covered jacket for over 14 years, and I still have a couple of years left in it. Carhartt was originally founded in Detroit, Mich., to make work clothing for railroad workers, and its headquarters is still located just outside Detroit, in Dearborn, Mich. Both of these Michigan companies have come together to collaborate on a beer celebrating the 125th anniversary of Carhartt.
The following is a news release from New Holland Brewing Co.:
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 (barrel aged pale ale, 4.4 percent ABV, IBUs 32.94). The beer is brewed for the men and women who are building America, holding craftsmanship and hard work close to their hearts. 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, host 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 Sept. 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,” says New Holland’s 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. There will be a lounge outfitted in Carhartt upholstered benches and a 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, in Holland, Michigan. After that, the team begins its 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, Mich.; Holland, Mich.; Milwaukee, Wis.; Chicago; Des Moines, Iowa; Lincoln, Neb.; and Denver, with a full schedule of events available soon. You can also follow The Carhartt Woodsman on tour on Facebook, Twitter and Instagram, with the hashtag #CarharttWoodsman.
The new beer will be distributed across the country this fall, and I have been assured we will get plenty here in Indiana. New Holland brewers utilized Michigan-grown Cascade hops to bring a brightness to this American pale ale and used three different malts to highlight a sweetness, combined with a toasted oak character for a smooth, refreshing finish. At 4.5 percent ABV, this is definitely a session ale, and suggested pairings include “burgers, BBQ and a job well done.”