Carhartt: From workwear brand to craft brewer

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 Whiteside Warc

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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands