How Narragansett Beer Rebuilt Its Brand With a Meager $100,000 Media Budget

Deep roots and word of mouth

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It's not often that a 125-year-old brand can reinvigorate itself without a complete reinvention. But that's what Narragansett Brewing Company has been able to do. With a shoestring media budget of just $100,000 and guerilla-style word-of-mouth marketing, the brand has been revived, even moving past its New England roots and expanding to markets in the southern United States and on the West Coast.

Once a New England staple—Narragansett was the Boston Red Sox's official sponsor from 1946 to 1975, and it was the beer can famously crushed in Jaws—the brand began to flounder after Midwest beer company Falstaff Brewing Corp.



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