Detroit — Carhartt Inc., the Dearborn maker of utilitarian workwear, celebrates its 125th anniversary by partnering with New Holland Brewing Co. to craft a commemorative beer.
Carhartt Woodsman beer launched Monday at Corktown’s Ponyride, a warehouse offering cheap work space to socially conscious artists and entrepreneurs.
Carhartt says the limited-run beer is designed to honor the craftspeople and tradespeople who have supported the brand over the years. The beer will be available soon, but it’s not clear how long it will be produced, according to a publicist.
New Holland Brewing is a craft brewer in Holland. Woodsman is a pale ale with toasted oak and malt sweetness, says press information.
Carhartt is the latest large brand to tap into Ponyride’s DIY spirit and use it as a backdrop for a major marketing event. Early Monday afternoon, tents had been set up in the parking lot where men were dressed in familiar Carhartt work wear.
The beer tour moves to Chicago and Milwaukee and wraps up at the Great American Beer Festival in Denver.
Carhartt was founded by Hamilton Carhartt in 1889 in Detroit as a maker of clothes for railroad workers. Descendants still run the company. According to its website, it has about 4,400 employees worldwide.
Carhartt production is “centered” in company-owned factories in the U.S. and Mexico, and in supplier and licensee factories around the world, the company website said.