Mason 1

Candice Mason
PRS 340
Regina Bell
October 26, 2016
Narragansett. Made on Honor. Sold on Merit.
The Narragansett Brewing Company has been around since December 29 th, 1890 when the first
Narragansett beer was produced. Narragansett officially became the largest brewery in New England with
the completion of its bottling line in 1914. On January 16th, 1920, Narragansett was given permission by
the IRS to brew and sell beer for medicinal purposes even though the prohibition was in full affect at this
time. Prohibition was revealed December 5th 1933 and Rudolph Haffenreffer Jr. became the president and
owner of the Narragansett Brewing Company. By the next month, in January of 1934, Rudolph hired
Theodore Geisel, more affectionately known as Dr. Suess, to work with the beer company. Geisel created
icons including the Chief Gansett image and several other advertisements for the brewery. In April 1944,
a 31 year relationship with baseball began first with the Boston Braves and then eventually with the
Boston Red Sox. Curt Gowdy became the voice of Red Sox baseball and the spokesman for Narragansett
Beer in April 1955. He coined the phrase, Hi Neighbor! Have a Gansett! By 1955, Narragansetts
market share value became its highest of 65% of all beers sold in New England. Narragansett enlisted
Irene Hennessy in 1958 as one of the Hi Neighbor Girls. The girls would escort clients on brewery tours
and attend promotional events. Narragansett celebrate the brewing of one million barrels in 1959. To
show the companys appreciation, each employee was presented with a gold-plated bottle. In September
of 1961, the company started to use animated television advertisements with the then-famous comedy
duo, Mike Nichols and Elaine May. On July 15th, 1965, a huge change happened to the company. Falstaff
Brewing Corporation purchase the Narragansett Brewing Company for 17 million dollars in cash and two
million in Falstaff common stock. This deal took a total of nine years to finalize between to two
companies. On October 25th, 1969, about 47 years ago, Led Zeppelin performs in the Gansett Tribal
Rock Festival at the Boston Garden. Two years later on October 10 th, 1971, Crosby, Stills, Nash & Young

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performed at the Gansett Tribal Rock Festival. Narragansett Beer would also go on to sponsor the now
infamous Newport Fold Festival where Bob Dylan took a turn and went electric. By April of 1972, the
brewery is generating 1.7 million barrels a year of Narragansett Beer. The company had its claim to fame
on June 20th of 1975 when a character from the movies Jaws crushes a can of Narragansett Beer on
screen. Despite all of these successes, the brand begins to lose its identity under the leadership of Falstaff.
Falstaff ultimately ended the sponsorship with the Red Sox, let go of salesmen, and moved production of
the beer to Indiana. The Narragansett Brewery closed its doors for good on April 13 th, 1983. Demolition
began several years year on October 27th, 1998. Over the course of several months, the bottle plant and
eight other buildings are demolished. The Trolley Barn, the last remaining building of the brewery is
destroyed in a fire in 2005. In June 2005, Mark Hellendrung and a group of investors come in to save the
day. The group buys the Narragansett Brewing Company with the help of the former brew-master, Bill
Anderson, who restores the beers original recipe. Five short years its resurection in April 2010,
Narragansett sells its 1 millionth case since reforming. On December 29 th, 2010, the Narragansett
Brewing Company celebrated its 120th anniversary. In 2011, Narragansett Lager Beer wins gold at the
Great International Beer Competition. The Narragansett Light and all four seasonal beers wins silver at
the world beer championships (Narragansett Beer, 2015). Today, Narragansett beer has reestablished itself
as a classic, American, heritage lager and is available once again throughout New England and beyond.
New England, but more specifically Rhode Island, has always held a special spot in the heart and
soul of the Narragansett Brewing Company. The company holds a lot of respect for the way the craftsmen
and craftswomen in the community, treat their neighbors, their outlook on life, and their sheer dedication
to pushing themselves further and honing their craft is profoundly inspiring (Narragansett Beer, 2015).
This is truly what made on honor is referring to and the company believes that individuals like these
craftsmen and women deserve attention and attribution to that.
Just like the craftsmen and craftswomen in Rhode Island, the Narragansett Brewing Company
believes that its top priority should be to help and support the community that supports the company. The
company believes in paying it forward and helping the community flourish to its full potential. The

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Narragansett Brewing Company wants its loyal patrons to see who has inspired it and allow them to do
the same for others.
Recommendations:

Hispanic or Latino Population

The Hispanic or Latino population of Rhode Island accounts for 14.4% of the people

(Census.gov, 2016). Comparative to the other minorities in the state of Rhode Island, this is the largest
grouping. The Hispanic or Latino population also makes up the fastest growing small business owners in
this state. With that being said, it would only make sense to target this population grouping.
Not only is this a profitable group to market to, but it is also one that continues the distribution
and success of the product. This population group has hard working individuals that can relate to the
Narragansett Brewing Companys slogan for the Narragansett Lager Beer: Made on honor. Sold on merit.
Just like these hard working individuals, this beer is the product of earnest, hard working individuals. On
a different note, these individuals that make up this 14.4% also may have their own businesses as well
including, but not limited to corner stores or bodegas. These stores often have liquor licenses and are able
to sell and distribute wines and beers. If the Narragansett Brewing Company establishes not only a great
marketing strategy for this percentage but also great relations with them as well, it can only mean sales
and success for the company. People have a tendency to help those who have an interest in them.

Female Persons 51.5

For Rhode Island, the female persons population according to Census.gov (2016), makes up

51.5% of the total people. Although not much more than half, this is a huge proportion of the population
of the state. The more amazing part about this area of the census is that this population has a lot to do with
the opinions of the male populations as well.
Traditionally, most beer products are marketed to the male consumers. However, since the
Narragansett Brewing Company has multiple flavors, one of which being Narragansett Light, there is
bound to be a flavor that is marketable for the female consumers. Take Narragansett Light for example.

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Often, female consumers are more attracted to drinks or food that are light, in comparison, in calories to
the original product. In todays world with health being an extremely important value, the caloric intake
of a drink is important to female, as well as some male, consumers. Once the beer is marketed to the
female consumers showing that it is in fact lighter than the original, the female consumers will be more
inclined to drink the product.

Veterans 68,500
Although the Veterans population makes up a very small amount with about 68,500 veterans

living in the state, it is still one of the most important. Veterans are the men and women that that served
and protected this country so companies, like the Narragansett Brewing Company, can freely produce and
distribute products amongst a plethora of other basic rights.
These veterans have so many connections that have yet to been used. Veterans have connections
with not only their own families, but with their fellow troops, those families, and the list goes on. These
connections can even go on an international basis. With such a pull and such a distinct group, the veterans
deserve special attention. By giving them the special attention they deserve, others who are in full support
of these veterans and America will gladly support a beer that supports, acknowledges, and celebrates this
nations veterans.
Competitive Analysis:
The very first CVS opened its doors in 1963 in Lowell, Massachusetts. Originally only selling
health and beauty products, CVS stands for Consumer Value Stores. By the next year, the logo was
developed and the chain expanded to 17 stores. By 1967, CVS began to operate its store with pharmacies
located within. These first stores started up in Warwick and Cumberland, Rhode Island. By 1970, there
are now 100 stores operating. CVS then achieved $100 million in annual sales by four years later in 1974.
The Store Support Center in Woonsocket, Rhode Island begins construction in 1981. By 1988,
CVS/Pharmacy celebrated its 25th anniversary, operating nearly 750 stores, and earning about $1.6 billion
in sales. As time passes, CVS/Pharmacys success gains more momentum with a plethora of partnerships

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and advocacies for the brand. Today, CVS is moving towards a new branding: CVS Health (CVS Health,
2016).
CVS truly believes in giving back to the communities that help start its growth as a company and
a successful store. The companys social responsibility is directly tied to the purpose: helping people on
their path to better health (CVS Health, 2016). CVS supports this and reinforces their values through its
charitable work through the CVS Health Foundation and the CVS Health Community Grants program. It
is one thing for a company to say it gives back, however it is another when said company has created to
reputable organizations for the sole purpose of helping others. By promoting such positive relations with
the community, CVS is ensuring a positive future for the company. A community is what keeps a
company afloat so as long as CVS continues to appreciate and care for the community, the community
will do the same for CVS.
Another reputable company that prides itself on its community relations is Verizon. Verizon
Communications was created by Bell Atlantic Corporation on June 30, 2000, although the corporation has
been around for much longer. Verizon originally came to be as the, largest fixed-line telephone company
in the United States (Verizon, 2016). Verizon pride it self on connecting each other with those who
matter. The company would not be able to do this without the support of the community. The continued
practice of supporting one another through community relations has been what has made Verizon so
successful in Rhode Island.
On a more national level, Ben & Jerrys is a company with an amazing reputation and excellent
community relations. Ben & Jerrys started out as a renovated gas station in Burlington, Vermont in 1978
(Ben & Jerrys, 2016). Even from the beginning, the community wanted this business venture to be
successful. The company received investments from the owners, Ben & Jerrys opened it doors. One year
into the business, which had been continuing to be proven successful, the company wanted to do
something nice for the customers that kept it going. Free cone day was invented so that customers could
get free scoops of ice cream all day long. Today, Ben & Jerrys continues a strong community relations
program with not only the customers but also with the animals it receives the products from.

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This commitment to any living thing involved in the processed is truly a mark of dedication and
love for the community. Ben & Jerrys has an excellent relationship with those it comes into contact with
and those who have yet to try the ice cream. This company is creative, exciting, considerate, and caring.
As long as Ben & Jerrys continues relations like this, they can expect to thrive more much longer as a
company in many communities around the country, as well as the world.
The last national company that will be compared is one that not many people can say they have
not heard of or been a customer of. McDonalds. The fast food company started up back in 1954, when
Ray Kroc discovered a small burger restaurant in California. This small burger joint would eventually be
transformed in the 36,000-restaurant chain in more than 100 countries. The legacy left behind from Kroc
still holds true today of the current and potentially future executives of the company. Each executive, past,
present and future, has always made sure that McDonalds arches continue to shine brightly with and for
the community that supports it. With this effort in the community, McDonalds would not be what it has
become today.
Community Relations Philosophy:
The Newport Storm Brewery was thought up and executed by four college guys. A number of
years later, the brewery is still going strong. The Newport Storm Brewery, or Coastal Extreme Brewing,
was developed over the course of 18 month starting in 1997. On July 2 nd of 1999, the brewery released its
first beer, Hurricane Amber Ale. The small companys biggest event came about in 2010 when the
brewery built a brand new facility in Newport. The local company has experienced some very large
changes in the course of almost two decades. In the past 17 years, the Newport Storm Brewery has made
almost a 100 different and unique craft brews of original beer. The facility has been visited thousands of
times by patrons hoping to get a taste of some free beer. Since the beginning, the ultimate focus of the
group was to make, quality, unique, local beers for our fans (Newport Storm Brewery, 2016). The
owners was the customers to enjoy the beer as much as they enjoyed creating it.
This brewery seems to targets locals to the area of Newport and Rhode Island. The creators of the
brewery were in the same situation when they first created the brand so they want to be able to give back

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to the locals that have supported their cause since the very beginning back in 1999. The audience seems to
be well met by giving factory tours and unique testing of new beers. The company seems unique, new and
fresh.
Charlie Buffum got the idea for Cottrell Brewing Company while in London where he developed
a passion for quality beers and ales. When he returned to the States, he decided to turn this passion into a
career. Baffum and his wife opened the brewery on February 28, 1997. Since its inception, the mission
has always been to, produce the best produce that we can using fresh, natural quality ingredients
(Cottrell Brewing Co, 2014). Cottrell believes brewing to be one part art and the other part science. One
does not exist without the other. Cottrell can be found at numerous restaurants, bars, and package stores
across seven states. With that said, it seems as though Cottrell has targeted the type of consumers that are
likely to buy a homegrown beer with a meal. This type is usually a middle-aged man who trusts his local
breweries. This can also be said about the veteran population who usually is more prideful in homegrown
products than those that are imported. Charlie Baffum truly believes if someone has not tried this brand,
he or she is missing out, on a uniquely brewed, quality product steeped in New England history and
great taste (Cottrell Brewing Co, 2014).
For 15 years, the idea for Grey Sail Brewery had been a thought. It was not put into action until
Autumn 2010. One year later on April 4th, 2011, a building was purchased, renovated, equipment
installed, and the Flagship Ale was brewed and distributed on November 11th, 2011. Just like the sails
moving forward in the water, so did this company. The Grey Sail Brewery continues to brew ale as well
as host fundraisers and other events for important causes within the community.
Just like the long hours it takes to craft the perfect brew, so much the time and effort towards
positive and impactful community relations between a company and the surrounding community that
keeps it in business. Without these relations, companies falter and go out of business. The community is
truly the energy that keeps everything moving forward towards a brighter and positive future. When
comparing the Narragansett Brewing Company to all of the community relations between the other
companies discussed, the company can learn a thing or two. The businesses that prosper are the ones that

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listen, act, and target the ideal audiences, like the Hispanic, female, and veteran population in the state of
Rhode Island. The businesses that falter are the ones that ignore the statistics, target audience, and stay in
the past. There is only one choice for the Narragansett Brewing Company and that is to listen, act, and
stay true to its motto: made on honor. Sold on merit.

References
Ben & Jerrys. (2016). Ben & Jerrys. Retrieved from http://www.benjerry.com/
Census.gov. (2016). United State Census Bureau. Retrieved from
https://www.census.gov/quickfacts/table/PST045215/44
Cottrell Brewing Co. (2014). Conttrell Brewing Co. Retrieved from
http://www.cottrellbrewing.com/home
CVS Health. (2016). CVS Health. Retrieved from http://www.cvshealth.com/
Grey Sail. (2016). Grey Sail Brewing of Rhode Island. Retrieved from
http://greysailbrewing.com/?age-verified=e17634948f
McDonalds. (2016). McDonalds. Retrieved from https://www.mcdonalds.com/
Narragansett Beer. (2015). Hi Neighbor! Have a Gansett. Retrieved from
http://www.narragansettbeer.com/
Newport Storm Brewery (2016). Newport Storm Brewery: Put a Storm in your Sails. Retrieved from
http://newportstorm.com/
Verizon. (2016). Verizon. Retrieved from http://www.verizon.com/