The 1920s were a sobering time for everyone who had grown to love Narragansett—literally. Prohibition took a toll on many, especially the Narragansett Brewing Company. Despite being granted permission by the IRS to brew, bottle and sell beer for medicinal purposes, things looked grim for the proud company. By the end of Prohibition, the Narragansett Brewing Company’s financial condition was not what it used to be.

That’s where the Haffenreffers come into play. Rudolph Haffenreffer had built one of Boston’s first brewery complexes, and when he passed away in 1929, the New England Brewing Company was turned over to his sons Rudolf, Jr. and Theodore.

In 1931, the repeal of Prohibition appeared likely and Narragansett Brewing

Company approached Rudolf, Jr. for help financing and managing the modernization of the brewery. Fortunately, he agreed.

It was by sheer luck that Rudolf, Jr. turned out to be a savvy marketer with a keen interest in cigar-store Indians. Stay with us here, as the two would come together when a young artist by the name of Theodore Geisel (who’d soon be known as Dr. Seuss), was hired to design an icon for the company.

Geisel designed Chief Gansett, and while the beloved icon may not have been the sole reason for the financial turnaround, he sure would become a favorite of the faithful.

Rudolf Haffenreffer Jr. would eventually become president and chairman of Narragansett Brewing Company and remain involved until his death in 1954. The Haffenreffer brewery in Boston survived until 1965, at which time, brands like Haffenreffer Lager Beer, Pickwick Ale and Pickwick Bock Beer became the property of the Narragansett Brewing Company.