Hawaii’s original beer

Primo beer is Hawaii’s original beer. Founded in 1898 for generations of Hawaiians. Primo was the beer that defined Hawaii. the brew that locals loved and tourists discovered for the first time. However, in 1997 Primo stopped production and an entire population went thirsty. So when Pabst decided to reintroduce Primo to a new generation of Islanders, we created a campaign that paid homage to the history and culture but defined a new generation of beer drinkers. “That’s Primo” celebrates everything that’s genuine about Hawaii.