Iconic Brands: A retrospective

The enduring popularity of Primo Beer in Hawaii's culture, particularly among surfers and water enthusiasts, with proceeds contributing to the preservation of Hawaiian culture through organizations like the Outrigger Duke Kahanamoku Foundation and the Surfrider Foundation. Despite its Los Angeles headquarters, Primo Beer's essence remains deeply rooted in Hawaii, and it is commemorated through merchandise like vintage t-shirts and hats featuring Hawaii's King Kamehameha.

Primo Beer, brewed by the Primo Brewery in Honolulu, Hawaii, holds the distinction of being the oldest beer brand in Hawaii, with origins dating back to 1858. Initially established as the Honolulu Brewery, it quickly gained popularity among locals and tourists for its range of beers, including ale, lager, and porter. In the early 1900s, it was rebranded as the Honolulu Brewing and Malting Company and introduced Primo Beer as its flagship brand. Primo Beer became a symbol of Hawaiian culture and was widely enjoyed throughout the state. In the 1980s, the brewery was acquired by the Pabst Brewing Company, ensuring the continuation of Primo Beer's legacy as a beloved and respected brand in Hawaii and beyond.