Narragansett Beer’s Dynasty: How Locale is Central to its Brand Identity
Alex Colburn, Brand Strategist, Colburn Strategic Partners
A 125 Year Old Dynasty
Narragansett Brewing Company (NBC), now a 125 year old brand, has deep ties to New England and its home in Rhode Island. Surviving through the Prohibition and the Great Depression, it grew to be an instantly recognizable brand through its sponsorship of the Boston Red Sox. It’s slogan, “Hi Neighbor, Have a ‘Gansett!” was the crux of the sponsorship marketing, announced by American sportscaster Curt Gowdy and others every Red Sox game for nearly two decades. In a time when beer was simply beer, Narragansett had a Lager, an Ale, and a Porter.
Narragansett was a beer for the people, and locals have stuck by the brand despite its tumultuous history. In the mid 1960’s Narragansett Brewing Company switched ownership, and sales declined gradually through until 1981 when the main brewery in Rhode Island was shut down. In 1998 the main brewery in Cranston RI was demolished; Narragansett became a shell of its past glory, supported by die-hard locals and bars.