Narragansett Beer has been â€œMade on Honorâ€ for more than a century at the Rhode Island brewery. Showcasing local craftsmen in its region, the â€œMade on Honorâ€ series was broadcast on the breweryâ€™s website and YouTube channel.
â€œOur social media guy had this idea where there is this do-it-yourself generation, a backlash to the Walmartization of America, where people are really into craftsmanship of local goods,â€ said Narragansett owner Mark Hellendrung.
The series showcased the work of a Farmerâ€™s Market, a denim company, a carver and pickle maker, just to name a few of the 20-some pieces produced by a local cable company.
That campaign recently captured a Community/Public Service Campaign award in the 39th Annual Boston/New England Emmys. The spots were produced and edited by Anthony Finucane and Alexandra Contos of CoxHub.
â€œIt was a great honor for them to highlight how meaningful this series was,â€ Hellendrung said. â€œThey brought the production quality and equipment, but we brought the stories and participants. There is so much pride in all these startups and the entrepreneur spirit. Everyone â€¦ has a great story and to be able to tell these stories through the series and recognize all the other craftsman is a lot of fun.â€
Hellendrung said the series wasnâ€™t exactly a marketing campaign, but it did help with brand recognition while partnering with other makers of craft goods.
â€œThe way we market ourselves, instead of a Super Bowl commercial or buying a car hood in NASCAR like the big guys, itâ€™s all done much differently for all the craft brewers,â€ Hellendrung said. â€œItâ€™s all about being local and having that entrepreneurial spirit.â€
The Emmy was just a precursor for the big event later this year as Narragansett returns to Rhode Island for the first time since 1981 with the opening of â€œThe Guild,â€ a new facility that Narragansett will share with other breweries.
Hellendrung said that the 100-barrel production facility and taproom should be open by the fall.
â€œItâ€™s awesome to have a front row seat on that thing,â€ he said. â€œWe have a good plan behind it and we are ready to rock and roll.â€
Since 2005, the brewery has contract brewed out of Rochester, New York, making about 80 percent of its 100,000 bbls volume with its Lager.
Now, the 100-bbl system will help pump out more craft selections, including a return of its Porter and Marzen along with the breweryâ€™s IPA and Pale Ale.
Hellendrung is most excited about being able to showcase the 125-year history of the brewery with a 1890 Room. Memorabilia will be on display in the new taproom.
â€œ[We can] showcase all the memorabilia of the last 125 years in one place and run all the old TV ads and show a lot of stuff that has been spread out all over the Internet and our offices and now we can bring it out for people to see,â€ he said.
Narragansett was the first beer to sign a sports sponsorship with a franchise, inking a deal in the 1940s with the Boston Braves, and later Boston Red Sox.
â€œThe older guys know us but for some of the younger craft drinkers drinking us, unless they go spend time on our website they only have a vague notion of what we are and what we were,â€ Hellendrung said. â€œThey donâ€™t get the depth of it unless you read about it, but with thousands of visitors, we can tell that story [to them], one at a time.â€
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