Carley Gomes

Regina Bell

PRS 340

31 October 2017

The Narragansett Brewing company is not only one of the most well known beers in New

England, it is also the oldest brewery in New England as well. In 1888, six local businessmen, John H.

Fehlberg, Augustus F. Borchandt, Herman G. Possner, George M. Gerhard, Constand A. Moeller, and

Jacob Wirth, came together to from the Narragansett Brewing Company in Cranston, Rhode Island. In

December of 1890, the first beer was produced. Not long after this, the company concocted 28,000 barrels

of beer, under the companys praise of the purest ingredients, uncompromised cleanliness, and absolute

perfection of the brew (narrgansettbeer.com). The company soon became the most modern bottling plant

in the New England region, which soon earned them the status of the largest lager beer brewery in New

England. The end of World War II started a new era for the Narragansett Brand, and the now famous Hi

Neighbor. Have a Gansett slogan appeared on extensive advertising campaigns. In 1944, Narragansett

began their long relationship with Major League Baseball, sponsoring the Boston Braves, and then later,

the Boston Red Sox. Other breweries in the area, such as Bostons Croft brewery and the Hanley Brewing

Company sold out to Narragansett, as it had become the number one choice for consumers. By 1957, the

Narragansett Brewing Company was the last remaining brewery in Rhode Island. Their success only

lasted so long, as the company soon was faced with hard times. Falstaff Brewing Company purchased

Narragansett in 1965, and what followed lead to a string of events that included closing the Cranston

brewery and moving the production of the beer to Fort Wayne, Indiana. Many loyal consumers began to

feel that the quality of the beer was no longer the same, and sales declined rapidly. In an attempt to save

the company, the Cranston brewery was reopened, but was shut down after only three months, and in

1955, demolition on the brewery began.

The comeback story of the Narragansett Brewing Company is a true staple of its impact in the

New England region. In 2005, lifelong Rhode Islander Mark Hellendrung purchased the rights to

Narragansett Beer from Falstaff with the help of New England investors. The following October,
Narragansett Beer was being sold for the first time in a quarter century. Since their return, they have

become New England's fifth largest and the countrys 37th largest craft brewery (narragnasettbeer.com).

The company has expanded and is now available in 18 states plus the District of Columbia. In March of

2017, Narragansett Brewery officially became apart of the Rhode Island community once again when it

opened the doors to a brand new brewery since 1955 in Pawtucket.

Narragansett Brewing Company is well known for its dedication to producing a high quality

product. Following its purchase in 2005, Hellendrung tracked down Bill Anderson, the lat known

brewmaster, and the two worked together to bring back the exact flavors of the original lager. To this day,

that original recipe from 1890 continues to be used in Narragansett Lagers. The company is determined

to use only the best ingredients in their beer, to provide the best products for their customers that they

possibly can. Today, the company has split their beers into six categories: Available Now, Flagships,

Limited Releases, Mash-Ups, The Lovecraft Series and Not Forgotten. Each category features a number

of different styles of beer, including Summer ale, Dels shandy, Bohemian pilsner, fest, bock, porter, and

imperial India pale ale.

Narragansett Brewing Company is deeply rooted within the New England community, and this

can be seen through their community relations philosophy. They have used their influence and popularity

to help promote other local Rhode Island based companies with a project they call Made on Honor. Made

on Honor is a series of episodes found on the Narragansett website that highlight a Rhode Island based

company. Each episode will feature a three to four minute video of the company owner telling his or her

story, and the creation of their company and what it is their company does. These episodes will promote

everyone from artists to marketers to chefs to retailers. The Narragansett Brewing Company is very

dedicated to their surrounding community, and the support they have received inspired them to pay that

support forward and help [the] community grow (narragansettbeer.com). The Made on Honor series has

made such an impact that it won an Emmy in 2016 for Best Community Service Project.

The following is a list of recommended public I believe Narragansett Brewing Company should

target in order to advance its footprint in Rhode Island.

Women
 According to census.gov, women account for approximately 52% of the Rhode Island population. As

Narragansett Beer is heavily influenced and integrated in the Rhode Island community, they should be

targeting women as they make up more than half of the states population. With aiming their brand

towards women, they would be gaining a huge number of prospective customers. In order to

successfully reach the community, it is important that they company reach the biggest majority, which

in the case of Rhode Island is women. Targeting women will allow Narragansett Beer to expand their

footprint by reaching a larger audience.

Another important reason women should be targeted is because women currency own 31,000

business in Rhode Island, according to census.gov. With business ownership comes buying power,

and with a number as large as 31,000, women business owners have the opportunity to make a

significant impact in Narragansett Beers footprint. Women business owners have the power to

purchase Narragansett Beer and expose them to their own clients and communities that are not as

familiar with the brand, opening up a new range of doors and potential clients for the company.

Hispanics

According to census.gov, Hispanics make up 15% of the Rhode Island population. This is the second

biggest racial group in the state following the white population. With this being said, Narragansett

Beer should aim their branding towards this group because they hold such a high number in

population within the state. Similar with the targeting of women, when trying to have a significant

footprint in the community it is essential to target the biggest groups within it. Hispanics are deeply

rooted within the Rhode Island community, and because their percentage of population is so high,

they have the ability to help Narragansett Beer increase their popularity and impact within the

community.

Specifically within the Hispanic population, Narragansett Beer should focus on the younger

generation. The younger generation of Hispanics are often looking for ways they get better integrate

themselves into their surrounding culture and surrounding communities. With Narragansett Beer

being a huge role in the Rhode Island community, young Hispanics are more likely to support the

company as they try to integrate themselves within the community. They could have a large impact on

Narragansett Beers footprint.

 Veterans

In 2015 there was approximately 66,000 Veterans living in the state of Rhode Island, according to

census.gov, and it can only be assumed that the population has since increased over the last two years.

Making up such a large part of the community, it is important that Narragansett Beer targets them. By

doing so, not only will the company increase their popularity within this large group, they will also

improve their image of being community oriented. Showing support and looking to gain the approval

of veterans will make the company seem more invested within their community, which in turn could

help boost their popularity overall.

As of 2012, there were approximately 10,000 veteran owned firms in Rhode Island according to

census.gov, and the number can be estimated to have grown over the past five years. Targeting

veteran owned businesses can benefit Narragansett Beer becomes with owning a business comes

buying power. Having a veteran buy and support your product has the potential to reflect positively to

the entire community, as veterans are respect within their communities, and so their support of the

product can lead to other supporting it as well.

A companys community relations efforts distinguishes them from the competitors. Having a

good company relations effort makes a company more desirable in the eyes of the public, and a company

such as Narragansett Beer can learn how to better there efforts by analyzing local Rhode Island based

companies, such as CVS. CVS, which stands for Consumer Value Stores, was first opened in 1963 in

Lowell, Massachusetts, selling health and beauty products. They opened their first stores with pharmacy

departments in 1967, and by 1970 were operating 100 stores in New England and the Northeast. By 1988,

CVS had 750 stores and sales of about 1.6 billion. Taking on the vision statement we strive to improve

the quality of human life, CVS is dedicated to providing the best health care possible. In 2014 the

company removed all cigarettes and tobacco products from its stores, and launched a national smoking

cessation program. Currently, they are the largest pharmacy chain in the country with over 9,700 stores

employing 250 thousand employees across all 50 states.

Despite their large national presence CVS still has significant community relations efforts in the

state of Rhode Island. Every year since 1999, CVS has hosted the CVS Health Charity Classic. It is the

largest charitable sporting event in Rhode Island, hosting some of the worlds top professional golfers.
According to cvshealth.org, it has raised more than 18 million dollars for non profit organizations that

provide vital funding to a range of programs serving children and families across Southeastern New

England. In addition, CVS also hosts the CVS Health Downtown 5k every year. The 5k serves as the USA

Track and Field Mens and Womens 5k National Championship, drawing in elite Olympic runners every

year. The 5k also welcomes thousand of recreational runners of all ages and running ability. Proceeds of

the race benefit dozens of New England nonprofit organizations and school athletic programs, according

to cvshealth.org. With these charitable events, CVS is able to leave positive impact in their community by

raising money to benefit nonprofit all over the surrounding area, that serve the better the lives of the

children and families living there.

Citizens Bank is another Rhode Island based company with a large community relations effort.

Originally founded in 1828, it is one of the oldest financial service terms in the United States. In 1871, the

name was changed to Citizens Savings Bank, and by 1981, the company had grown to 29 branches in

Rhode Island. In 1988 the company became a wholly-owned subsidiary of the RBS Group, and following

this acquisition, they grew rapidly. They quickly expanded their footprint throughout New England and

into the Mid-Atlantic and the Midwest, turning Citizens Bank into one of the latest retail U.S. bank-

holding companies, with nearly $170 billion in assets at the start of the global financial crisis.

Throughout their journey as a company they have always remained committed to serving the

well-being of their customers and community. One way they do this is through their community relations

efforts. Citizens Bank has several different charitable organizations that helps to give back to their

community. In September 2017, they announced a $1.2 million commitment to organizations within their

communities to support food banks, pantries, meal sites and other relief organizations. This effort will

provide 3.6 million meals to those in need, according to citizensbank.com. The company also gives back

to the community with their program Citizens Helping Citizens Manage Money. This program is

dedicated to giving fellow citizens the resources, tools and tips to make informed financial decisions and

help gain financial confidence. In April 2017, they announced a $1.4 million commitment to

organizations throughout their footprint to support programming to help individuals, families and small

businesses improve their financial acumen. This will reach more than 260,000 people, and provide them

with the resources and tools to help them manage their money, according to citizensbank.com. With these
community relations efforts, Citizens Bank is giving back to their community to helping to raise money

for food pantries and meal sites, which could make the difference in the lives of local families in need.

They also give back to their community by hosting programs that ensure everyone in their community has

the proper resources available to them to ensure they make the right financial choices to better the in the

future.

Community relations efforts do not just imply to companies on a local scale. National companies,

such as Ben and Jerrys, also participate in community relations efforts to make a difference in the lives of

others. Ben and Jerrys was first founded in 1978, opening there first store in a renovated gas station in

Burlington, Vermont. As they began to spread awareness of their ice cream around the state, the first

franchised scoop shop opened in Shelburne, Vermont. The popularity of Ben and Jerrys ice cream

continued to grow, eventually even making its way to the United Kingdom in 1994. Ben and Jerrys is

well known for working with charitable organizations, but their most well known community relations

effort is the Ben and Jerrys Foundation. Started in 1985, the Ben and Jerrys foundation works to engage

Ben and Jerrys employees in philanthropy and social change. They support grassroots activism and

community organizing for social and environmental justice around the country. Ben and Jerrys provides

one year grants for up to $25,000 to grassroots, constituent-led organizations that are using community-

organizing and base-building strategies to accomplish their goals, according to

benandjerrysfoundation.org. The foundation also gives back to its local community, by offering three

grants that strive to support and enhance the well being of Vermont and Vermonters. Through their

community relations efforts, Ben and Jerrys has managed to make an impact not only on a local level but

also on a national level. They are able to establish themselves not just as an ice cream company, but also

an active and helpful member in their community. If Narragansett Beer follows the same steps, they will

be able distinguish themselves as more than a beer company.

Dominos Pizza is another national company that is dedicated to their community relations

efforts. Founded in 1960 by brothers Tom and James Monaghan, the company was originally called

DomiNicks, but was changed the name to Dominos Pizza, Inc. in 1965. The franchise grew quickly,

opening their 200th store in 1978. Dominos expanded internationally in 1983, opening a store in

Winnipeg, Canada and then Queensland, Australia. In 1985 it became the fastest-growing pizza company
in the country, opening 954 stores that year, putting their total number up to 2,841. Dominos continued to

advance their footprint, continuing to open up stores both nationally and internationally, and as of 2016

has 13,000 stores worldwide. Not only have they continued to grow there presence with their physical

location, they have also grown their community relations effort. Dominos announced a partnership with

St. Jude Childrens Research Hospital in 2004. Since then, they have successfully raised $38 million for

St. Judes kids, according to stjude.org. Dominos continues their relationship with St. Jude, helping them

to raise money by sponsoring charity events such as the St. Jude Thanks and Giving campaign, the St.

Jude Memphis Marathon Weekend, St. Jude Walk/Run to End Childhood Cancer and the St. Jude Detroit

Gala. With their community relations efforts, Dominos was able to create and maintain a valuable

philanthropic relationship with a well-known and well-respected national hospital. Getting involve with

such a widely renowned childrens hospital gives Dominos a positive image within the community.

Getting involved with a similar organization, Narragansett Beer would be able to boost their image in the

public eye, making them appear more respectable in the community.

Narragansett Beer has had a significant impact in the Rhode Island community since 1888.

Narragansett Beer has a long history, and despite the struggles they have faced, they remain a well known

and respected company, dedicated to making their product from the highest quality ingredients. The

company is well known for respecting its surrounding community, and has attempted to give back with its

Made on Honor campaign. This campaign ties Narragansett Beer into the community, as they take the

time to highlight and promote other local companies and businesses through their website. Although well

respected and known throughout Rhode Island, there is more they can do to improve their presence and

attract customers through community relations efforts. The company should begin by targeting different

publics, specifically women, hispanics, and veterans. These three publics make up a significant portion of

the Rhode Island population, and targeting them could greatly increase their popularity. They would also

be able to increase their presence by creating a larger community relations effort. Rhode Island companies

such as CVS and Citizens Bank are the perfect example of how a strong community relations effort can

lead to a successful business image. CVS is well known and respected for their charitable events, such as

their annual golf tournament and 5k. The company has become well respected, as the proceeds to these

events go children and families in need in Southeastern New England, as well as supporting non-profits.
Similarly, Citizens Bank has gained respect by launching campaigns to ensure individuals have the

resources and tools needed to make sound financial decisions, as well as raising money to support local

food pantries and meal sites. With these efforts, Citizens Bank has become well respected by showing

their commitment to care for their community. Additionally, Narragansett Beer can look to national

companies and their success to enhance their own. Companies such as Ben and Jerrys and Dominos

Pizza were able to distinguish themselves as more than just food manufacturers. Ben and Jerrys were

able to create a better image for themselves with the launch of the Ben and Jerrys foundation, which

provides grants to organizations that stand for social change. Dominos was able to give itself a positive

public image by working with St. Judes Hospital, being apart in raising a significant amount of money

for the hospital. These companies were able to gain a great deal of respect from consumers because of

their community relations efforts, which in turn helped them to draw in and retain customers.

Narragansett Beer could take a similar approach, by getting involved with a charitable campaign or

organization. It will improve their public image by further integrating them in the community and would

gain the respect of others. They would able to distinguish themselves as more than just as beer company,

and would draw in a new wave of customers by appealing incredibly community oriented. Narragansett

Beer currently has a respectable community following, but with the targeting of new publics and a change

in their community relations efforts, they can even further their customers and the respect within their

community.
Works Cited

History, biz.dominos.com/web/public/about-dominos/history

Ben & Jerry's Foundation | Support grassroots activism and community organizing for social

justice. Ben & Jerry's Foundation | Support grassroots activism and community

organizing for social justice, benandjerrysfoundation.org/.

Ben & Jerry's History. Http://Www.benjerry.com, www.benjerry.com/about-us.

Company History. CVS Health, cvshealth.com/about/company-history

CVS Health Charity Classic & CVS Health Downtown 5K Charitable Events. CVS Health,

cvshealth.com/social-responsibility/our-giving/local-community-support/charitable-events.

Domino's. Domino's - St. Jude Children's Research Hospital, www.stjude.org/get-involved/

other-ways/partner-with-st-jude/corporate-partners/domino-s-pizza.html.

Domino's and St. Jude. St. Jude, biz.dominos.com/web/public/about-dominos/community/st-

jude.

Fighting Hunger. Fighting Hunger | Citizens Bank, www.citizensbank.com/community/fighting-

hunger.aspx.

Financial Literacy. Financial Literacy | Citizens Bank, www.citizensbank.com/community/

financial-literacy.aspx.

Made On Honor. Narragansett Beer, www.narragansettbeer.com/made-on-honor.

Our History . Investor.citizensbank.com, investor.citizensbank.com/about-us/our-company/our-

history.aspx

Our Story. Narragansett Beer, www.narragansettbeer.com/our-story.

QuickFacts. U.S. Census Bureau QuickFacts selected: Rhode Island, www.census.gov/

quickfacts/RI.