Hey, Neighbor, Have a Thumb in Your Eye: Narragansett Goes New England (Again)

Perhaps embarrassed that Rhode Island remains the only New England state without gay marriage, Narragansett Beer has launched a reimaging campaign designed to recapture its status as the biggest New England beer and establish a New England brewery. Downplaying its origin in the nation's tiniest state and taking on a shiny new sorta Smithwick's-fonted logo, Cranston-born Narragansett is asking drinkers to sign a petition of unclear significance, to buy cases of its mediocre beer, and to spread the word to friends. The premise is that if Narragansett can sell 7.5 million cases of suds annually, it'll be big enough to build a brewery in New England, bringing jobs to the area and supporting Narragansett's home-"brewed" (har har?) image.

The notion of a New England beer makes some sense, but a) isn't it already Sam Adams (even though a lot of that is not brewed here either)? and b) did Narragansett really have to cold-shoulder its home state and long heritage to take on that title? What about adding a new "New England" brew in the existing lineup (which we definitely didn't realize included a bock and even a porter)? Can any beer currently brewed in Rochester, NY really be a "New England" beer, even if it has aspirations to be brewed here eventually (yes, a lot of Sam is brewed there as well)? And can anyone forget the stately allure of the grand old logo?

The former king beer of New England might be better off ditching the shiny new trappings, exploiting its old-school charm and underdog status—you don't get much more underdog than "tiniest state"—and focusing on bringing us the best rebuses (and beer) possible. Or heck, maybe this fancy new rebranding campaign will work. The company is having a "relaunch" party of some sort at 5pm on July 2 in Copley Square if you want to check it out. There will even be the opportunity to become the next 'Gansett Girl. We might attend, if we can win this old-school Narragansett shirt first.