Narragansett Brewing Company: The Rebirth of a Brand
Christopher J. Roethlein and John K. Visich
Bryant University, USA
Volume 4: 2010, pp. 41-68; ABSTRACT
Four years into the rebirth of the once popular Narragansett beer, Mark Hellendrung, President of Narragansett Brewing Company (NBC), looked back with satisfaction on the rapid growth of NBC. Aggressive marketing and creative promotions had led to yearly sales increases and a growing base of loyal Narragansett consumers. Now that he had reestablished Narragansett in the marketplace, Mark’s next challenge was to decide on the strategic direction of NBC for the next several years. Mark must consider the following four major options: 1) continue with the current outsourced brewing and logistics system; 2) continue with the current outsourced brewing arrangement, but change the distribution system; 3) switch production to a large national brewer; 4) build a brewery in Rhode Island. Each of the four options has positives and negatives that Mark must carefully consider to ensure the continued success of Narragansett beer.