Food Service & Agriculture, Lakeshore, and Retail

Brewer and clothier form lasting bond

February 5, 2014
| By Pat Evans |
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Brewer and clothier form lasting bond
A man tends to hops at Empire Hops Farm in Empire, west of Traverse City. Courtesy New Holland Brewing Co.

A West Michigan brewery and a Michigan clothing company are teaming up to celebrate the state.

Carhartt will celebrate its 125-year anniversary by pairing with New Holland Brewing Co. to pay tribute to the “hard-working people who wear the brand.” The resulting beer is slated for release this fall.

The collaboration will take the two companies through the entire process, from concept to brewing to distribution.

“Carhartt is the epitome of craftsmanship,” said Brett VanderKamp, New Holland Brewing president. “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.”

Carhartt is headquartered in Dearborn and employs more than 4,400 people around the world.

The two companies will share more details throughout the year as the project comes together, including the style of beer and what Michigan ingredients are used — a key selling point for two companies dedicated to the state.

“There have already been many great discoveries during this collaboration,” said Tony Ambroza, Carhartt’s vice president of marketing. “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.”

New Holland Brewing is a relative old-timer compared to many Michigan breweries, but it doesn’t hold a candle next to Carhartt’s longevity.

The experience has been inspiring so far, according to Fred Bueltmann, New Holland’s vice president of sales and marketing.

“In our own industry we’re seen as the ‘old guys’ — having been around since 1997,” Bueltmann said. “When you look at a company like Carhartt that has been around since 1889 and has never compromised on quality and craftsmanship — it re-affirms our own direction and commitment to creating great products with integrity. We know it can be done, because it already has.”

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