The Man Who Brought Back 'Gansett

Can one man bring back an old brand by following the advice of an advertising company? Sure. "Just go out and listen," says Lois Kelly, managing partner at Foghound in Providence. Today's WSJ tells the dramatic success story of Narragansett Brewery.

The aging RI beermaker was resurrected by Mark Hellendrung, mostly by stopping in and visiting 60-70 taverns and package stores each week, gaining their trust, getting them to sip the beer, and setting up displays. He got to know the people who were adopting his beer as their own.

The boss also brought back Bill Anderson, the brewer who brought back the old recipe for 'Gansett before the many dilutions and changes that made it a terrible product for years. The tour of New England taverns gave them a chance to try the new old taste.

Now the company 'courts bar owners with personalized messages printed on the underside of caps. "They'll put 'Ralph's Diner Rocks,' or 'Thanks, Vincent,' they're really getting bar owners involved."
Twenty-somethings like the beer because, he says, 'it's so uncool that it's cool.'

Sales of the brew tell a success story: From about $100,000 per year to $5 million this year.