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.
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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.