As “roughing it” and “doing it the hard way” gain more and more popularity, brands are looking for ways to connect with consumers who are looking for products with a rougher edge, even if that means collaborating with another company in order to create brand equity. Carhartt has that rougher edge as a brand that is often associated with hard work and the outdoors. New Holland created the Carhartt Woodsman Pale Ale specifically to appeal to this growing movement.
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