When we asked, “If you could make Primo Beer better, what would you do?” The overwhelming response was “make it lighter, more refreshing, with a cleaner finish.” So that is exactly what we did. Using the original ingredients from when it was first brewed in 1897, we took the liquid back to its roots and made a highly sessionable, everyday beer. We were told people loved the brand but wanted it out on the fishing boats, along side for a paddle, and to enjoy on the beach or poolside all day long enhancing and adding to their lifestyles.

After revamping the liquid we followed suit with the look, feel, and message of the brand. In a time when the rest of the world continues to speed-up and become more frenetic, we wanted to take Primo back to a simpler time when things were a slower pace and relaxed. We started with a base that utilized the vintage 1943 packaging to connect with Hawai’i’s golden age: A time before the flash and glitz of commercialism, when getting on a plane was an enjoyable and romantic notion. A time when exploration was at the heart of every traveler and new discoveries were found around every corner.

So explore the cultural heritage of Hawai’i’s Original Beer and discover the simpler, lighter taste, that is perfect for island living or island dreaming. It will keep you coming back for more.