Narragansett Brewing Taps Duffy & Shanley | Adweek Narragansett Brewing Taps Duffy & Shanley | Adweek
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Narragansett Brewing Taps Duffy & Shanley

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BOSTON Duffy & Shanley said it has been hired by Narragansett Brewing to help relaunch the company's namesake beer brand via an October campaign that will initially focus on promotions and point-of-sale materials.

The independent agency in Providence, R.I., is also handling package redesign, Web marketing and public relations.

Work will target the New England region, and the estimated budget is $500,000-750,000.

The agency said it was selected following a review of about a half-dozen undisclosed local shops with consumer brand-building experience. Narragansett had no incumbent and has not been marketed in about 20 years.

The beer was first brewed in 1890 in Cranston, R.I. By the 1960s, it had grown into one of the region's best-selling beers and also had a presence in the national marketplace.

The company changed hands numerous times, with Pabst eventually acquiring the trademark and continuing to brew the beer for a small group of loyal customers. By 2003, annual volume had declined to 1,500 barrels from a peak of 1.7 million in the '60s.

Mark Hellendrung, former president of Nantucket Nectars, purchased the brand from Pabst earlier this year.

"As Rhode Islanders, we're thrilled to see Narragansett Beer reintroduced to the region, and as marketers we are excited at the opportunity to bring the product to the market in an authentic way," said Bob Newbert, CEO of Duffy & Shanley.

The agency works for a mix of consumer, sports, high-tech and general business accounts such as Bluestreak, Boston University, CVS, Nike Golf, Salem Five Bank and Swarovski.