Primo Island Lager to launch Bruddahs tour

Primo Island Lager, Hawai'i's original beer, dating back to 1897, will bring the aloha spirit and Hawaiian big "Bruddahs" to California for a 10-day tour of top coastal towns and surfing spots. Dubbed "The Primo Big Bruddah Tour," two specially outfitted Primo vehicles, a classic VW Double Cab and a custom woody bus, will travel from Santa Cruz beginning April 24 and end in San Diego May 2.

Some of Hawai'i's most notorious "Bruddahs" ("brother" or "pal" in Hawaiian pidgin) are coming direct from Hawai'i to help spread the word about Primo Island Lager and some "aloha spirit."Primo's big "Bruddahs" include Keoni Watson, Hawaiian Big Wave Champion; Rusty Keaulana (Russ K), three-time Longboard World Champion and part of the first family of Hawai'i surfing; Spam, Primo's official "Bombucha;" and Lanai, a top DJ on 98.5 in Oahu. The Bruddahs will spread a taste of Hawai'i with California natives Brad Gerlach, International Big Wave Champion, and acclaimed surfer and filmmaker, Chris Malloy - who will both join along on the tour.

"I am honored to help bring a little aloha to California, and to okole malune (cheers) my friends on the west coast," said Rusty Keaulana.

The tour includes stops in:
• April 25-26 - Santa Cruz
• April 27 - Ventura/Santa Barbara
• April 28 - Malibu
• April 29 - Venice Beach/Hermosa Beach
• April 30 - Huntington Beach/Newport Beach/Dana Point/San Clemente
• May 1 - Encinitas/Solana Beach
• May 2 - San Diego/Mission Beach

"Primo is Hawai'i - with roots that go back to 1897. When we decided to bring Primo back, it was important that we worked with and received approval from islanders and watermen to make sure this was a beer that would make Hawaiian aunties and uncles proud," said Kyle Wortham, senior brand manager at Primo Brewing & Malting Co. "The reception that the new Primo received in Hawaii last year was overwhelming and we've had increasing demand for the beer from California and beyond."

The tour kicks off in Santa Cruz with a classic longboard contest, The Primo Island Lager & Big Stick Surfing Logjam! 2009. Other events will include a donation event at the Surfing Heritage Museum in Orange County April 30 followed by Primo's Lei Day Concert at Belly-Up Tavern in Solana Beach, May 1.

In between, Primo's "Bruddahs" and the two Primo vehicles will hit coastal towns and prime surf spots hosting "Primo Aloha Nights" featuring comedy shows, tasting and music. Primo Island Lager is now available in select bars and retail locations throughout California and parts of Nevada including Lucky's, Save Marts, BevMo and Whole Foods. A mainstay of Hawai'i and surf scenes, production of Primo began again in its home state of Hawaii in 2007.

Due to popular demand that reached across the Pacific Ocean, Primo has now returned to the mainland US.About Primo Brewing & Malting Co.Primo Brewing & Malting Co. was founded in 1897 as Honolulu Brewing & Malting Co. and has been an integral part of Hawaiian lore since. The Company is a division of Pabst Brewing Co. of Woodridge, Illinois. Pabst was founded in 1844 and produces many fine quality beers around the country such as Pabst Blue Ribbon, Schlitz, Lone Star and McSorley's Ales.

For more information about Primo beer, visit www.primobeer.com.