Yankee Brew News Archive

Community Spirit Spells Success for Mass Bay Brewing

Originally Published: 04/96

By: Ken Spolsino

Nick Godfrey is on top of his game. He is the marketing director and senior vice president of Mass Bay Brewing Company, makers of the Harpoon family of beers. The energetic 33 year old is responsible for the name recognition Harpoon products enjoy at the counter of your local beer emporium.

Godfrey began his career with Mass Bay in 1991, just four years after Rich Doyle, the company's president, introduced Harpoon Ale to the local market. Doyle launched what has been a meteoric climb to the top of the region's craft brewing scene. Godfrey was employed at Smartfood prior to joining Doyle's company and was one of eight employees that Doyle cultivated for the elite Harpoon Brew Crew. Back at that time, between finding clients and signing accounts, Godfrey de-bunged casks and performed other less executive type jobs which needed to be done in order to keep the operation moving. He even assisted in making the tables and counters which are now adorned with a variety of computer equipment used by a more extensive office staff.

Those early days have given way to a series of successes for Mass Bay. They've grown from producing 1,500 barrels of beer, in 1987, to 40,000 barrels, last year. They predict to double that amount this year as they expand their markets along the eastern seaboard. They currently hold solid markets in the six New England States, plus New York, New Jersey, Pennsylvania, down through Delaware, Maryland, Virginia, D.C. and Florida. They have plans for expanding their territory in the Carolinas, upstate New York and out west to Colorado and Minnesota this year.

Mass Bay currently employs 33 people and produces only its draft beer at the Northern Avenue facility in Boston. The bottled beer is contract brewed and packaged elsewhere, then shipped back to Boston for quality control and distribution to their various accounts.

Godfrey devised the concept of their last packaging change. He wanted consumers to recognize Harpoon products from across a crowded store shelf, then choose from the variety of Harpoon beers upon closer inspection. The diamond borders in their six-pack carriers, cases and neck labels were inspired by the Munich Oktoberfest. Seasonal beers may be identified by the different plant and flower motif depicted on the main bottle labels. The significance of this event stems from the fact that at the same time the new packaging appeared on store shelves (August 1993) the company enjoyed its first 10,000 case sales for that month. This goes to show you that packaging and marketing share equal importance with product taste in this industry..

Mass Bay, with its waterfront location a short distance from both the city's business center and tourist haunts, has greatly raised its visibility in Boston and beyond by opening itself up to the community it is located in. It has strived to become a part of the city's fabric, by offering free tours and tastings, numerous events, and a free shuttle.

When he worked for Smartfood, Godfrey had people giving out samples to the public. In this business, said Godfrey, "you can't go out giving cases of beer to people, so you have to bring people to the beer." This gave birth to the 5:30 Club.

"The 5:30 Club has been an incredibly useful tool to us," said Godfrey. "It's essentially the same as a tour, but dressed up and pitched differently. It's for after work...companies and local firms have a chance to book a time to come down to the brewery, drink some beers, have a tour in a party like atmosphere and there's no charge for it." People do have to book in advance and there is a one dollar per person, refundable deposit. Groups must have a minimum of 15 people, but no more than 60 people are allowed in. The 5:30 Club operates on Tuesday, Wednesday and Thursday from 5:30-7p.m.

It is hosted in a comfortable room with a unique bar overlooking the main brewery. Godfrey states, however, "It's not a bar room situation where money is changing hands...It gives people a chance to try beers that they might not normally try."

You get an eclectic crowd at the 5:30 Club. " We've had some great situations where the Death Wish Couriers were here alongside Bank of Boston people, sort of pinstripes next to people who are pin-pierced," Godfrey observed. "It's sort of a common meeting ground, where there's no conflict and everyone is happily drinking beers."

The Harpoon event schedule boasts eight annual events, four at the brewery and four away. Nick Godfrey can often be seen marshaling his troops to ensure that each patron has a good time with a minimum of disruption. "The first event happened the year before I got here," said Godfrey. " They had an Oktoberfest in 1990. I think they had at most 2,000 people there. A hurricane came through and it was a pretty wet and miserable occasion, in hindsight, that is. The first event I did was the Oktoberfest in '91. We had about 4,000-plus people."

"Over the years the events have gotten bigger and we've added more of them. Last year we had close to 13,000 people here for the Oktoberfest. It was a three day party and this year we're planning on four days. With each event we've learned something, and hopefully improved on them for each succeeding event."

"The next event will be the Harpoon Suitcase Party. We're trying to get a site over by Logan Airport. We're planning on having a door prize where the winner is going to leave the party to go on a week's vacation somewhere far away and go see a concert. Say like U-2 in Australia or something like that," concluded Godfrey. But it is still not confirmed at this time. The event is planned for April 27. People will have to phone the brewery for further details.

"If you don't have transportation or don't have a designated driver people can use the public transportation that we provide with the Harpoon Shuttle," said Godfrey. The Harpoon Shuttle is designed to encourage people who are out of town to get a ride and not drink and drive, according to their literature. The Harpoon Shuttle is a free service for everyone and anyone. Harpoon's position as a local industry leader is to emphasize the importance of responsible drinking. When you see the shuttle, flag it down for a ride. "When drinking Harpoon is your craving, the Harpoon Shuttle will be your saving!" is their motto.

The Harpoon family of beers includes four products sold year-round: Harpoon Ale, Light, IPA (India Pale Ale), and Pilsner. Soon to be added to the roster will be the Alt, which was last summer's seasonal. The seasonal beers are the Stout (sold in the spring ), the Octoberfest (Fall) and the Winter Warmer. "We now have an open spot in the lineup," said Godfrey. "The Light beer sells very well in pockets but a micro light is not something anyone can build a brewery around." The Alt will be taking its place.

"Right now we're working on something as a summer seasonal which will be as surprising and unique as the IPA or as the Alt was last year," said Godfrey. When pressed as to what the beer might be, he said, "I could tell you, but then I'd have to kill you." I knew he was joking, but did not press him further on the subject. We'll all have to wait and see what head brewer Al Marzi, has in store for his next accomplishment.

The modest Godfrey made sure that I informed our readers that he is not a star player. Harpoon employees work as a team and share in the glory. Fitz Granger is the general manager of events, Jeff Weiss is Harpoon's "image maker" in charge of packaging and point-of-sale, and Tom Novelline is in charge of Harpoon's guerrilla marketing. Godfrey concluded," It's real beer made by real people who love what they're doing and have a great time doing it. That's why we have the parties...our tone is sort of light hearted and fun, because that's what beer is!"

Mass Bay Brewing Company is located at 306 Northern Avenue in Boston. For information about the brewery, event schedule, or the 5:30 Club, phone them at 617-574-9551.

Pull quote:

Mass Bay has grown from producing 1,500 barrels of beer in 1987 to 40,000 barrels last year.

Photo caption:

Mass. Bay marketing director Nick Godfrey, surrounded by Harpoon paraphenalia in the brewery's 5:30 Club. (Photo: Ken Spolsino)