narragansett beer's dynasty: how locale is central to its brand identity

Narragansett Beer's Dynasty:How Locale is Centralto its Brand Identity

Learn how Narragansett Beer uses locality andheritage to brand their iconic beer.

Full article at http://colburnstrategic.com/blog/narragansett-beer-dynasty/

Local Roots in New England

Narragansett Brewing Company was founded in 1890 in Cranston, RI

Alex Colburn, Colburn Strategic Partnershttp://colburnstrategic.com/blog/narragansett-beer-dynasty/

Local Roots in New EnglandNarragansett originally offered

a German-style Lager, an Ale, and a Porter


Past and Present

Narragansett saw a decline in sales and popularitybetween 1965 and 1985. The main brewery in

Rhode Island was demolished in 1998

In 2005, Mark Hellendrung took the reigns of Narragansett Brewing Company. Since 2005,

NBC’s Brand Strategy has been focused aroundlocal brands, heritage, and people.


The “Drink Your Part!” Campaign was started in the late 2000’s to encourage locals to support Narragansett’s efforts to bring a brewery back to Rhode Island.

“Every case you buy is another brick in the brewery.”Hellendrung


Narragansett’s line of “Mash-Ups” feature local brands that are almost exclusive to Rhode Island.


Nostalgic Brand “Mash-Ups”

Narragansett’s Lovecraft line uses the late Rhode Island author H.P. Lovecraft’s body of works to create a brand narrative in which to create beers around.


Local Heritage to Create Brand Narratives

Narragansett’s Town Beach IPA, Summer Ale, and Big Mamie Indestructable Ale use beach and coastal imagery to connect their beers with New Englander’s surroundings. This is also a nod to Narragansett’s namesake, the town of Narragansett


Local Views

Narragansett Beer's Dynasty:How Locale is Centralto its Brand Identity

To read the full article, go tohttp://colburnstrategic.com/blog/narragansett-beer-dynasty/

narragansett beer's dynasty: how locale is central to its brand identity

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