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Carhartt 125 Anniversary Beer

New Holland Brewery has teamed with Carhartt, a clothing brand geared to “rough and rugged,” for a new craft beer. They timed it to come out for Carhartt’s 125th anniversary as part of the celebration.

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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