There’s nothing quite like the feeling of an endless summer day at the beach, with the sun setting over the horizon, the sound of waves crashing in the background, and the refreshing chill of a frosty beer in your hand. And when you’re in Hawai’i, there’s only one beer that truly captures that island vibe: Primo Beer.
With a name like Primo, which means “the best” in Spanish, how could it not be? And, in our humble opinion, it is. Primo is more than just a cold drink—it’s a part of Hawai’i’s rich cultural fabric, representing not just a brew, but a lifestyle.
The Origins of Primo Beer
Primo Beer was first brewed in 1897 by the Honolulu Brewing & Malting Company, making it Hawai’i’s original beer. While the company itself is no longer in operation, the spirit of Primo lives on in every glass, keeping the taste of tradition alive. These days, the beer is brewed by the Keoki Brewing Company in Lihue, Kaua’i, but it still retains the same refreshing flavor that locals and visitors have come to know and love.
One of the unique touches that make Primo stand out is the use of 5% cane sugar grown on Maui, which gives the beer a distinctively Hawaiian sweetness and crispness. It’s a perfect drink for a hot day, but also a reminder of the islands with every sip.
Fun Facts About Primo Beer
Primo isn’t just special for its taste—it also has a history filled with interesting tidbits. Did you know that the first aluminum beer can in the United States was made in Hawai’i? And it was Primo Beer that filled it! In 1958, Primo revolutionized the beer world by being the first to use this new technology. Talk about ahead of its time!
Like many beverage brands in the late 1800s and early 1900s, Primo once marketed itself as a “healthful beverage.” In fact, it was once promoted as being “conducive to continued good health.” While that might raise an eyebrow today, back then, it was common for companies to tout the benefits of their products in such ways. But one thing’s for sure—Primo is definitely good for the soul.
Part of Hawai’i’s Culture
Over the years, Primo Beer has become more than just a drink; it’s a symbol of Hawai’i’s unique culture. It’s the beer of surfers, canoeists, and watermen and women, those who embrace the spirit of aloha and the laid-back lifestyle of the islands. Primo has cemented itself as a part of Hawai’i’s beach and surf scene, becoming as much a part of the culture as the waves themselves.
Today, Primo Beer proudly supports local causes. Portions of its sales benefit the preservation of Hawaiian culture, including the Outrigger Duke Kahanamoku Foundation, which helps young people in Hawai’i follow in the footsteps of Duke Kahanamoku, the legendary Hawaiian waterman and Olympic gold medalist. The foundation is dedicated to education, athletics, and fostering the aloha spirit in future generations. Primo is also a sponsor of the Surfrider Foundation, continuing its commitment to the Hawaiian way of life and the ocean that defines it.
A Legacy that Lives On
In the mid-1900s, Primo Beer earned a reputation as “the beer that made Milwaukee jealous.” While its headquarters are now in Los Angeles, the heart and soul of Primo Beer still beat in Hawai’i. It’s a true island lager, loved by locals and tourists alike, and it continues to embody the spirit of the islands in every bottle and draft.
Show Your Primo Spirit
At Malibu Shirts, we’re proud to offer vintage Primo Beer t-shirts, made from 100% ringspun cotton. Whether you’re lounging on the beach or heading to a local bar for a cold one, our Primo Beer tees are the perfect way to show off your love for Hawai’i’s original brew. We also offer Primo Beer hats, featuring the iconic silhouette of Hawai’i’s King Kamehameha, a true symbol of the island’s strength and history.
So, what are you waiting for? Grab a Primo, put on your favorite shirt, and say “okole maluna”—cheers in Hawaiian. Primo Beer is more than just a drink; it’s a way of life. And just like the beer, it never goes out of style.
