Wednesday, October 01, 2014

Talking beer, camping, Carhartt, New Holland and Carhartt Woodman with Fred Bueltmann

Written by  Aimee West
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carhartt woodsman article

I was able to talk to Fred Bueltmann from New Holland just as he was getting off the SS Badger Manitowoc, Wi. We talked about camping, how the trip was going so far and everything in between.
Carhartt is celebrating their 125 anniversary this year, and they wanted to celebrate this momentous moment in style. What better way to celebrate a working person’s clothing line than by partnering with an epic craft beer like New Holland. Fred told me how they worked together to create the flavor palette, the logo, the marketing and even the tour.

I have lots of respect for Carhartt they could have taken the easy way out and just asked New Holland to create a beer for them. They took a page from their own consumers and put in the hard work as well.

Carhartt and New Holland had a few specific goals when they first started planning Carhartt Woodsman. Such as they wanted a low ABV, a restorative beer with a nice, fresh, pure flavor. Fred suggested barrel aged because he felt that working with wood is something that both Carhartt customers and New Holland brewers both work with and that barrel aged wood would help give the beer a depth of flavor but still keep a light handed signature. In short they created a barrel-aged American pale ale where the sweetness and oak from the barrels combine for a smooth, refreshing finish.

We talked about camping in Detroit and how it compared to the camping they did after in Ludington before getting on the above mentioned SS Badger. Fred talked about how much fun it was to camp in Detroit and how there was construction going on across the street and the workers brought them over ear plugs to wear. They felt like they were part of the working community which was a great start to the trip.

The next stop was camping by Lake Superior in Ludington where the view was completely different than in the city but not any less awe inspiring. Speaking of camping we talked about the fabulous trailer that they are traveling in. Fred laughed about that and told me I needed to see it in person. The trailer is a 1949, 34 foot Spartan trailer outfitted with a twenty tap, glycol chilled draught system. The lounge is outfitted in Carhartt upholstered benches, complete with wet bar. It rolls like a dream and has plenty of space for the rotating crew of around 22 people very comfortably. If your curious the rotating crew consists of: Carhartt and New Holland staff, a few brewers, some film crew, a couple of production company guys, musicians, painters oh and a chef as Fred said “to make sure they were eating healthy.”

We talked about how the ‘The Road Home to Craftsmanship’ tour is letting them (Carhartt and New Holland) meet the people who work for a living, the people that make this country run. He mentioned how he felt that this was a thank you tour, a way to celebrate all the hardworking people of America. We ended our talk with Fred telling me how excited he was to be part of this event. That he is having a lot of fun with the start of the event and he is looking forward to meeting up with old friends and making some new ones along the way.

Thank you Fred, New Holland, Carhartt and everyone who helped make this tour happen. We hope that Carhartt Woodsman receives rave reviews at the Great American Beer Festival in Denver, Co. and if not, know that there are many hardworking people sitting down tonight enjoying a bottle of Carhartt Woodsman and really that is a better accolade.

Aimee West

Aimee West

Is new to the craft beer scene but always willing and wanting to learn more.