Narragansett Takes A Page From PBR’s Book

The Wall Street Journal (paid sub. req.) is reporting on the remarkable reversal of fortunes for Narragansett Brewing Company.
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Mark Hellendrung bought the rights to the brand from Pabst Brewing in 2005. Since then he’s been on the road, meeting face-to-face with 60 to 70 bar owners and hundreds of beer drinkers throughout New England each week. It appears to be working, as Narragansett was bringing in about $100,000 in annual revenue when he took over. Last year, it posted $3 million in revenue, and is expected to exceed $5 million this year.
Vincent Hemmeter, who owns Vincent’s bar and Ralph’s Diner in Worcester, Mass., says the beer appeals to the same 20-something clientele who once drank Pabst Blue Ribbon at his bar. “It’s anti-cool, so it’s cool,” he says.

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About David Burn

Copywriter and brand strategist in Portland, Oregon. Co-founder and editor of AdPulp.