From Firestone Walker:
Campaign Features Roster of Prominent 805 Beer Authenticos, Including Pro-Surfers Conner Coffin and Nate Tyler, X-Games Gold Medalists Tyler Bereman and Vicki Golden, Pro-MMA Fighter Tabatha Ricci, Singer-Songwriter The White Buffalo, Boxer Karlos Balderas, and roster of Acclaimed Athletes + Creators zzubreebym
Paso Robles, CA (February 13, 2024) – Today, Firestone Walker Brewing Company rolled out its 2024 ad campaign for 805 Beer, the leading provider of craft beer in California. The campaign will focus on the story of the 805 told through the vast cast of athletes and creators which 805 fondly refers to as “Authenticos,” showcasing a diverse array of documentary films, cultural events, media campaigns, and more, driven by their personal narratives and authentic voices.
The debut ad spot begins with a cinematic look at life in the 805 narrated by California-based singer and songwriter, Jake Smith (a.k.a. The White Buffalo), whose signature baritone and raw, genre-blending music speaks to the ethos of 805 Beer and its Authenticos. 805 Authenticos featured in the spot include X-Games gold medalists and professional free riders Tyler Bereman and Vicki Golden; professional surfers Conner Coffin and Nate Tyler; pro-skater Greyson Fletcher; world champion bull rider Stetson Lawrence; ski and snowboarders Ryan McElmon and Gabe Taylor; professional mountain biker Ryan “R-Dog” Howard; and musician Frank Zummo of Sum 41.
“This is 805 Beer” will encompass several tentpole moments throughout 2024, with seasonal specific collaborations and all-new Authentico productions. These will include:
- “Make Your Own Luck” launching in advance of International Women’s Day. The female-forward campaign highlights 805’s cast of trailblazers including professional MMA fighter Tabatha Ricci, Babes Ride Out founders Anya Violet and Ashmore Ellis, singer-songwriter Jade Jackson, and professional trail rider Gillian Larson.
- “Another Eight Seconds” feature documentary directed by acclaimed filmmaker Keith Malloy starring American professional bull-rider Stetson Lawrence, diving into the fortitude that made him a bull-riding legend and the injury that changed his life forever.
- Hispanic and Latin campaigns celebrating California Hispanic culture, featuring former Olympian and pro-boxer Karlos Baldera, musicians Tropa Magica, and professional bagger racer Frankie Garcia.
- “Properly Chill, Vol. 2” magazine, featuring a collection of in-depth interviews, stories from the 805, and a concerted dedication to that unfiltered expression of the Authenticos, narratives told by them in their own voice.
“The story of 805 Beer is told through the vast lens of our customers who echo our passion for life, fueled by a constant pursuit of the path less traveled. We are artists, shapers, and thrill-seekers with dust on our faces, dirt under our nails, and scars that remind us of the awe-inspiring moments that shape us,” said Chief Marketing Officer, Dustin Hinz. “It's the sum total of these individual stories that inspires us and reflects our core values at 805. While all diversely talented, they share common traits of discipline and resoluteness in their character, which define and continue to pave new paths of excellence. We are grateful to collaborate with such worthwhile individuals in sharing what it means to be part of our brewery and the 805.”
The campaign—titled “This is 805 Beer”—will be featured across media throughout the year on platforms including Hulu and ESPN, as well as social platforms, broad out-of-home placements, and through strategic partnerships such as the World Surf League’s media network, which builds on 805 Beer’s partnership with the league as the official craft beer in North America. The campaign belongs to a larger holistic brand effort, which is the largest in the brewer’s history, spanning immersive culture marketing, strategic partnerships, trade programming, and the brand’s continued commitment to world-class storytelling through 805 Films and content that will deliver more than a billion consumer impressions.
Firestone Walker’s plans for 805 Beer in 2024 also include expansive experiential marketing efforts, which aim to sample more than a half million cans of 805 Blonde Ale and 805 Cerveza as well as other top Firestone Walker brands at hundreds of events and partnerships such as Red Bull Day in the Dirt, Babes Ride Out, Born Free, WSL’s tour events including the U.S. Open of Surfing and Pipeline, music festivals, and a roster of other cultural events in the brewer’s top markets.
“We are long on beer at Firestone Walker," said Nick Firestone. "Beer has been with us for thousands of years, and it will be with us for thousands more. As modern-day brewers are increasingly enticed to jump into adjacent categories, we fundamentally believe that great beer and strong brands will endure. Storytelling is a key component of our strategy, and the work our team is doing in this regard is vital to keeping beer relevant for the next generation of drinkers.”
Named after Firestone Walker’s home region of the Central Coast, 805 Beer brews both 805 Blonde Ale and 805 Cerveza. 805 Blonde Ale is a light, refreshing ale created for the laid-back California lifestyle, an easy-drinking beer that can be enjoyed anywhere, anytime. 805 Cerveza, meanwhile, is built for a life well lived across any border. Imported from California, it includes the simple and delicious twist of lime. For more information, visit www.805beer.com.
Firestone Walker Brewing Company
Founded in 1996 by brothers-in-law Adam Firestone and David Walker, Firestone Walker is a second-generation, family-led brewery based on California’s Central Coast. Helmed by highly decorated Brewmaster Matt Brynildson, Firestone Walker’s main brewery in Paso Robles produces a diverse portfolio including 805, California’s #1 craft beer brand; Mind Haze, a top 5 national hazy IPA; and Cali Squeeze, one of the nation’s fastest-growing beer brands. The Firestone brand family also includes iconic beers such as DBA, Union Jack, and Pivo Pils, as well as the storied Vintage Series of barrel-aged strong ales led by Parabola. As a California beer company, Firestone Walker also has two additional locations: the Barrelworks wild ale cellar in Santa Barbara County and the Propagator R&D brewhouse in Venice. Firestone Walker was recently named “Best American Brewery of the Decade” by Paste Magazine. More at 805beer.com and FirestoneWalker.com
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