Carhartt: From workwear brand to craft brewer

Stephen Whiteside

This event report outlines how Carhartt, the workwear manufacturer, engaged consumers in a new way by developing a branded craft beer.

Carhartt: From workwear brand to craft brewer

Stephen WhitesideWarc

Carhartt is recognised everywhere from construction sites to boiler rooms and steel mills for providing durable apparel.

Thanks to an unlikely brand extension launched in the fall of 2014, the company could offer the army of hardworking professionals who keep America running – from bricklayers to carpenters and welders – a refreshing sip of beer once their day's labour is done.

The Carhartt Woodsman pale ale – with an alcohol by volume of 4.4%, and intended to accompany a burger or barbecue – was available between September and November...

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