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Narragansett Brewing Company

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Coordinates: 41°52′37″N 71°23′21″W / 41.87694°N 71.38917°W / 41.87694; -71.38917
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Narragansett Brewing Company
TypePrivate company
LocationProvidence, Rhode Island 271 Tockwotton Street
Coordinates41°52′37″N 71°23′21″W / 41.87694°N 71.38917°W / 41.87694; -71.38917
Opened1890
Annual production volume85,000 US beer barrels (100,000 hl) in 2015[1]
Owned byMark Hellendrung
Websitenarragansettbeer.com

The Narragansett Brewing Company (/ˌnærəˈɡænsɪt/ neh-ruh-GAN-set) is an American brewery founded in 1890 in Cranston, Rhode Island, and currently based in Providence.[2] Known for its flagship product, Narragansett Lager, the brewery contracts lager production to the Genesee Brewing Company in Rochester, New York. During the mid-20th century, Narragansett was the largest producer of lager beer in New England.[3][4]

The company has undergone significant transformations, including growth in the early 20th century, adaptations during Prohibition, acquisition by the Falstaff Brewing Corporation in 1965, and the closure of its Cranston facilities in 1983. Revived in 2005, the brand reintroduced its classic beers and established limited production facilities in Providence for small-batch and specialty products.

Narragansett is associated with its slogan, "Hi, Neighbor, have a 'Gansett!," popularized by Boston Red Sox announcer Curt Gowdy. The modern iteration of the company primarily distributes to the Southern New England regional market and produces a variety of lagers, ales, and seasonal offerings.[5]

History

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Founding and Early Expansion (1890–1920)

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The Narragansett Brewing Company was founded in 1890 in Cranston, Rhode Island, by six German-American entrepreneurs including John H. Fehlberg, Augustus F. Borchandt, Herman G. Possner, George M. Gerhard, Constand A. Moeller, and Jacob Wirth. The brewery's name, "Narragansett," is derived from the indigenous Narragansett people, a Native American tribe historically based in the area that is now Rhode Island. The name reflects the region's cultural and historical heritage, as many locations and landmarks in Rhode Island, such as Narragansett Bay and the coastal town of Narragansett, bear the same name. The company was established with an initial capital investment of $150,000, intended to produce lager beer modeled after traditional German brewing methods. Construction of the brewery began in 1889 and included a brewhouse, stables, a blacksmith shop, and storage facilities.[6]

Production at Narragansett began in December 1890, and the company was formally incorporated the following year. In its first year, the brewery produced 397 barrels of beer, growing to 27,887 barrels in the second year. By 1901, Narragansett's production had risen to 115,000 barrels, making it the largest lager beer brewery in New England at the time.[7][8] Over its first 25 years, the company invested over $4 million in facility expansion, developing a 42-acre site with over 30 buildings. In 1914, Narragansett Brewing constructed a bottling plant and maintained its own ice production plant; modern refrigerated train cars and delivery vehicles were adopted for expanded regional distribution.[9][10]

Narragansett Brewing Company Malt Extract was sold during Prohibition

Prohibition (1920–1933)

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During the Prohibition era, the Narragansett Brewing Company adapted its operations to comply with the nationwide ban on alcoholic beverages. The company diversified its product offerings to include non-alcoholic beverages such as ginger ale, sarsaparilla, root beer, and malt extract. Narragansett produced a non-intoxicating beverage called "Gansett," a near beer with minimal alcohol content, marketed as "the new brew with the old name."[9] The brewery also leveraged its on-site ice production facility and provided cold storage services, delivering 25 tons of ice daily to over 1,500 customers.[11]

Despite diversification efforts, Narragansett Brewing faced significant operational challenges during Prohibition. The brewery had to modify its facilities to accommodate the production of non-alcoholic products and ensure compliance with federal regulations; maintaining financial stability was arduous, as the profit margins from non-alcoholic goods were generally lower than those from beer sales.[12] In 1931, with the anticipated repeal of Prohibition, the Narragansett Brewing Company sought financial assistance and managerial expertise to upgrade its facilities in preparation for renewed beer production; the company approached Rudolf F. Haffenreffer Jr., who had inherited the Haffenreffer Brewery in Boston after his father's passing in 1929. Recognizing the potential for growth, Haffenreffer was appointed the president and chairman of Narragansett and agreed to provide the necessary fiscal support, facilitating significant modernization of the Cranston plant.[13] Following the repeal of Prohibition in December 1933, the company quickly restored lager operations at its Cranston facility. Investment in new equipment allowed for increased production efficiency.[14]

Post-Prohibition and Mid-Century Growth (1933–1970)

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Under Haffenreffer's leadership, Narragansett Brewing Company implemented marketing strategies and expanded its market presence. One notable initiative was the creation of "Chief Gansett," an advertising icon designed by Theodore Geisel, who later became known as Dr. Seuss. In 1944, Narragansett became the official beer sponsor of the Boston Red Sox, marking the first sponsorship of its kind by a regional brewery.[13] This partnership significantly boosted brand visibility, especially through radio broadcasts where Red Sox announcer Curt Gowdy popularized the slogan, "Hi, Neighbor, have a ’Gansett!" The sponsorship continued for over two decades.[15] To accommodate increasing demand, the company relocated to a new plant at Cranston and Garfield Avenues in Cranston, which included a modern bottling plant, in 1951. Haffenreffer would remain president of the company until his death in 1954.[16] By 1959, the brewery's output reached 1 million barrels annually, once again making it the largest lager beer brewery in New England at the time.[17]

By the early 1960s, Narragansett remained a significant regional player but faced increasing operational costs and aging facilities. Competition from national beer brands such as Budweiser and Miller began to intensify, gradually eroding its market share. The company began to evaluate strategies to maintain its market position, including potential mergers and acquisitions. The Haffenreffer brewery in Boston survived until 1965, which had previously licensed products to Narragansett Brewing. In 1965, the Falstaff Brewing Corporation, then the fourth-largest beer producer in the United States, sought to expand its market presence by acquiring the Narragansett Brewing Company, the leading beer seller in New England with approximately 20% of the regional market share.[10] July 15, 1965, Falstaff Brewing purchased the Narragansett Brewing Company for $17 million in cash and $2 million in Falstaff common stock. Two days before the sale, the U.S. government initiated an antitrust lawsuit against Falstaff, expressing concerns that the acquisition could reduce competition in the New England beer market. The government suggested that Falstaff should either distribute its products from existing breweries or construct a new facility in the region to enter the market independently.

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The case, United States v. Falstaff Brewing Corp., reached the U.S. Supreme Court, which, in 1973, reversed the lower court's decision and remanded the case for further proceedings.[18] The Court held that the District Court erred in assuming that, because Falstaff would not have entered the market de novo, it could not be considered a potential competitor. The Court stated that the District Court should have considered whether Falstaff was a potential competitor in the sense that its position on the edge of the market exerted a beneficial influence on the market's competitive conditions.[19] Despite the ongoing legal challenges, Falstaff proceeded with the acquisition, operating Narragansett as a separate subsidiary during the litigation. In October 1974, nine years after the initial agreement, Falstaff completed the acquisition of Narragansett Brewing Company.[20]

Following the acquisition, the Narragansett brewery faced operational challenges, with increased competition from national brands. The 1970 opening of Anheuser-Busch's facility in Merrimack, New Hampshire, introduced advanced production capabilities and aggressive marketing strategies into the New England market.[9] By the mid-1970s, Narragansett's Cranston facility was operating at maximum capacity, producing approximately 1.7 million barrels annually; however, the plant's outdated equipment and infrastructure hindered efficiency and increased operational costs.[21] Efforts to modernize the facility were limited, and the brewery struggled to compete with the distribution of its national competitors. In On April 8, 1975, Paul Kalmanovitz, a San Francisco-based investor, gained control of the Falstaff Brewing Corporation, Narragansett's parent company. Soon after the purchase, Falstaff's corporate headquarters moved from St. Louis, Missouri to San Francisco, California.[22] Under new ownership, the company sought tax relief and other concessions to mitigate financial challenges but faced difficulties in securing long-term solutions. Additionally, there was a lack of significant investment in marketing and facility upgrades, further contributing to the brand's decline.

Labor disputes emerged as union workers sought better wages and benefits amid the company's financial struggles. These disputes, coupled with escalating operational costs and declining sales, led to the cessation of production at the Cranston brewery on July 31, 1981, resulting in the layoff of 350 workers. Following the closure of the Cranston facility, production of Narragansett beer was moved to Falstaff's plant in Fort Wayne, Indiana, in 1982. This relocation led to perceptions of diminished product quality among consumers, accelerating the decline in sales, with some referring to it pejoratively as "Nasty Narry."[23] The brand's association with New England weakened, and its market presence continued to erode throughout the 1980s and 1990s. After remaining abandoned for over a decade, demolition of the main brewery buildings in Cranston began on October 27, 1998.[7] The last surviving structure, the Narragansett Brewing trolley barn that was formerly used for interurban freight traffic in the early 20th century, was initially spared for redevelopment but was eventually demolished in June 2005. The original signage for the brewery was repurposed as a welcome sign for the town of Narragansett, Rhode Island, with it being relocated to the Route 1 rotary. The Cranston Municipal Courthouse and the Sanford-Brown Institute were both built on the site of the brewery proper.[9] By the early 2000s, the Narragansett Beer brand had become largely obscure, with minimal distribution.

Brand Revitalization (2005–Present)

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In October 2005, a group of Rhode Island investors led by Mark Hellendrung acquired the Narragansett Beer brand. Hellendrung, formerly associated with Nantucket Nectars, worked with former Narragansett brewer Bill Anderson to recreate the original recipes. Lager production was contracted to the Genesee Brewing Company in Rochester, New York. This move allowed for immediate distribution while plans for local brewing facilities were developed. New packaging and branding for the lager was developed, with the new iteration of the lager being released to the Southern New England market in Spring 2006. In the years following the reintroduction of the lager, the company expanded its product line to include limited craft offerings that were contracted to third-party breweries in Providence, Rhode Island and Pawcatuck, Connecticut. On April 3, 2016, it was announced that craft brewing operations would be relocating to an industrial site in Pawtucket, Rhode Island to increase production. Brewing in Pawtucket began early in 2017, with the first batch produced in March 2017. By 2017, Narragansett had become New England's fifth-largest and the country's 37th-largest craft brewery, with nearly two-thirds of its production dedicated to the Rochester-produced lager.

In 2021, Narragansett Brewing completed the construction of a new 18,000-square-foot brewery and taproom located at Fox Point in Providence, Rhode Island; all craft brewing operations moved from Pawtucket to the Fox Point facility. Distribution of lager was exponentially increased to markets outside of New England during the 2020s. In 2022, the company reported a total depletion volume growth of 5%, returning to its pre-pandemic volume of over 100,000 barrels. This growth was driven across a wide geography, with markets including New York, Virginia, Washington, D.C., and North Carolina.[24] In the first quarter of 2023, Narragansett reported an 8% increase in depletions, an acceleration from the 6% growth observed in the fourth quarter of 2022. This growth was led by their flagship lager, which saw an 11% increase. As of 2023, Narragansett Brewing Company is ranked as the 27th largest craft brewery in the United States.[25]

Operations and products

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The modern iteration of Narragansett Brewing differs from its 20th century model, with the company being classified as a large-scale craft brewing operation with limited distribution. Since 2021, the Narragansett Brewing Company operates from its primary brewery and taproom in Providence, Rhode Island. The Fox Point brewery serves as the company's production hub for small-batch and specialty beers while also operating as the flagship taproom for the brand.[4] Larger-scale production, particularly for Narragansett Lager, continues to be contracted to the Genesee Brewing Company in Rochester, New York. This hybrid approach enables the company to maintain cost efficiencies for its high-demand products while maintaining a local Rhode Island brewing presence; however, this has also elicited criticism from industry observers that argue that outsourcing production diminishes the authenticity and local identity of the brand, which was originally established in Rhode Island.[26]

Over the years, the company has expanded its product offerings to include a variety of styles that have seen limited distribution:

  • Narragansett Atlantic Light: Initially introduced in 2006 as Narragansett Light, a lower-calorie version of the classic lager.
  • Del's Shandy: A seasonal collaboration with Del's Lemonade that combines Narragansett Lager with natural lemon flavor, launched in 2014.
  • Fresh Catch: A blonde ale brewed with Citra hops, designed as a light and crisp beer, marketed as an ideal for pairing with seafood.
  • Autocrat Coffee Milk Stout: A collaboration with Autocrat Coffee Syrup, pays homage to the Rhode Island's official drink, coffee milk.
  • Seasonal and Specialty Beers: These include Fest Märzen Lager (an Oktoberfest-style beer), Lovecraft Series (a tribute to H.P. Lovecraft), and small-batch IPAs and porters brewed and served at the Fox Point brewery.

Distribution

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While maintaining a strong presence in traditional markets like Rhode Island, Massachusetts, and Connecticut, the company has extended its reach to other regions, including the Mid-Atlantic, South, and Midwest. In 2012, the company launched in Wisconsin; in 2015, Narragansett entered markets in Maryland, Delaware, and Pennsylvania, including major cities like Pittsburgh and Erie.[27][28] By 2018, distribution expanded further into Georgia. In August 2020, Narragansett began distributing in Indiana.[29] The company's product lineup, which includes the flagship Narragansett Lager, Del's Shandy, and seasonal offerings, is widely available in cans, bottles, and on draft. Narragansett partners with retail chains, local stores, and bars to make its beers accessible, and consumers can use the company's online beer finder tool to locate products near them.[30]

Advertising

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Mike Nichols and Elaine May produced commercials for Narragansett beer in the early 1960s. <https://www.narragansettbeer.com/blogs/history/tagged/nichols-and-may?srsltid=AfmBOoq-M9XOm9CKacpkyxveD4Y0eGLLu8J_PI_fyJrfEgz9_YGafV_z>

Narragansett sponsored Boston Red Sox and Braves baseball broadcasts through much of the first half of the 20th century. The Braves switched sponsors to P. Ballantine & Sons in 1950, while the Sox stayed with Narragansett. For years, announcers such as Jim Britt, Curt Gowdy and Kevin Baker touted the "straight from the barrel taste" of 'Gansett, brewed with "seedless hops." In the late 1960s, Narragansett was replaced by F & M Schaefer Brewing as sponsor of Red Sox Baseball, which was followed by a decline in its popularity.

During the 1940s Theodor Geisel better known as Dr. Seuss was hired by the Narragansett Brewing Company to create advertising pieces for the company. It was at this time that the Chief Gansett character came to be.

In October 2012, coinciding with Shark Week, Narragansett reintroduced a can design from 1975, which was featured in the movie Jaws. In the 1975 film, Captain Quint, the shark hunter played by Robert Shaw, crushes a can of Narragansett with one hand to intimidate the oceanographer, Matt Hooper played by Richard Dreyfuss. The campaign featured the tagline "Honor the man. Crush the can." and the Twitter hashtag #CrushItLikeQuint.[31] A variety of Narragansett beers are drunk by characters in the 2020 horror film The Block Island Sound. A can of Narragansett is also drunk by Greg Kinnear's character in the third episode of the 2020-21 miniseries The Stand.

See also

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References

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  1. ^ Hahn, Fritz (2015-10-04). "After 125 years, hipsters have deemed this brewery's beers cool". The Washington Post. Retrieved 2017-10-15.
  2. ^ Farzan, Antonia Noori. "Rhode Island pronunciation guide: 35 names that visitors and even some locals get wrong". The Providence Journal. Retrieved 2024-07-04.
  3. ^ "Genesee Brewery". Genesee Brewery. Retrieved 2024-12-13.
  4. ^ a b "The Narragansett Beer Shop!". Narragansett Beer. Retrieved 2024-12-13.
  5. ^ ""Hi, Neighbor. Have A 'Gansett."". www.brownalumnimagazine.com. Retrieved 2019-09-30.
  6. ^ "Narragansett Brewing Company, Cranston, Rhode Island". www.beerhistory.com. Retrieved 2024-12-15.
  7. ^ a b Refford, Isabel (2024-06-22). "Narragansett Brewing Company: A Story of Perseverance (and really good beer)". Trailblaze PVD 2024. Retrieved 2024-12-15.
  8. ^ "Narragansett Beer History: Founding, Timeline, and Milestones - Zippia". www.zippia.com. 2020-08-27. Retrieved 2024-12-15.
  9. ^ a b c d Hi-Neighbor! The Story of the Narragansett Brewing Company. Retrieved 2024-12-15 – via watch.ripbs.org.
  10. ^ a b "Our Story". Narragansett Beer. Retrieved 2024-12-15.
  11. ^ "Hi, Neighbor — Narragansett Lager's Return to Ubiquity". Good Beer Hunting. 2022-06-29. Retrieved 2024-12-15.
  12. ^ "Hi Neighbor Heritage: How Gansett Survived Prohibition". Narragansett Beer. 2012-12-05. Retrieved 2024-12-15.
  13. ^ a b "Our Story - details". Narragansett Beer. Retrieved 2024-12-15.
  14. ^ Pearson. (n.d.). Sample pages: Narragansett Brewing Company case study. Pearson Education. Retrieved December 15, 2024, from https://ptgmedia.pearsoncmg.com/images/9780133823226/samplepages/0133823229.pdf
  15. ^ Landrigan, Leslie (2019-12-31). "How Narragansett Beer Survived Prohibition (But Still Couldn't Escape the Government)". New England Historical Society. Retrieved 2024-12-15.
  16. ^ "Biography of Rudolf Frederick Haffenreffer — Rhode Island Genealogy". 2019-10-21. Retrieved 2024-12-15.
  17. ^ "Narragansett Brewing Company of Cranston, Rhode Island, USA". Tavern Trove. Retrieved 2024-12-15.
  18. ^ "United States, Appellant, v. Falstaff Brewing Corporation et al". 410 U.S. 526 (93 S.Ct. 1096, 35 L.Ed.2d 475). Legal Information Institute. Retrieved 2015-02-23.
  19. ^ "United States v. Falstaff Brewing Corp., 410 U.S. 526 (1973)". Justia Law. Retrieved 2024-12-15.
  20. ^ "410 U.S. 526". law.resource.org. Retrieved 2024-12-15.
  21. ^ Colburn, Alexander (2015-11-10). "Narragansett Beer's Dynasty: Locale is Central to its Brand Identity • Colburn Strategic Partners". Colburn Strategic Partners. Retrieved 2024-12-15.
  22. ^ Brewing, Author Coalition (2022-09-19). "What happened Narragansett Beer?". www.coalitionbrewing.com. Retrieved 2024-12-15. {{cite web}}: |first= has generic name (help)
  23. ^ "Case Study: Narragansett Beer – Brand Launch". marlo marketing. Retrieved 2024-12-15.
  24. ^ "Narragansett Beer Celebrates Milestone Year". The Beverage Journal. 2023-03-02. Retrieved 2024-12-15.
  25. ^ Beer, Narragansett. "Narragansett Reaches New Milestones with Early 2023 Growth". Retrieved 2024-12-15.
  26. ^ "Narragansett president on why contract brewing plays an important industry role - BeerPulse". 2013-01-21. Retrieved 2024-12-15.
  27. ^ "Narragansett Expands Distribution Along East Coast". Brewbound. 2015-05-13. Retrieved 2024-12-15.
  28. ^ "Narragansett Beer Is Now Available In Wisconsin". Narragansett Beer. 2012-08-16. Retrieved 2024-12-15.
  29. ^ Lasbury, Mark (2020-08-19). "Narragansett Beer Says "Hi Neighbor!" To Indiana Markets". Indiana on Tap. Retrieved 2024-12-15.
  30. ^ "Beer Finder". Narragansett Beer. Retrieved 2024-12-15.
  31. ^ "Crush It Like Quint: 1975 Throwback Cans Are Back". 8 August 2013.

Bibliography

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