From Firestone Walker:
Propelled by 805 Beer’s Authentic Storytelling, the New Ad Highlights Legendary Female Surfer Lakey Peterson and Her Rise From Her California Roots to Surfing on the Global Stage as part of 805 Beer’s ongoing partnership with the World Surf League.
Paso Robles, CA (July 17, 2024) – Today, Firestone Walker Brewing Company debuted a new ad spot for California’s best-selling craft beer 805 Beer, as part of their ongoing partnership with the US Open of Surfing, featuring 805 Beer Authentico and World Surf League Championship Tour Series surfer Lakey Peterson. The spot can be viewed here.
The ad continues 805 Beer’s authentic and creative storytelling by showcasing the perseverance and passion required to surf on the world’s most demanding tour with elite surfers. As Peterson recounts her own experiences traveling and competing globally, she shares her feelings of serenity and appreciation of always being able to come back home to the 805.
Dubbed "Lakey Surf Legend," Peterson’s skills and dedication have propelled her to the forefront of competitive surfing, marked by impressive wins at renowned competitions and a coveted place on the WSL Women’s Championship Tour. She has been ranked as high as #2 for the 2018 World Surf League Championship Tour and #6 on the ASP Women's World Ranking. In 2009, Peterson landed the first-ever aerial in NSSA women's competition history and won the title.
“Being from the 805 and the Central Coast, I'm proud to represent our community and everyone who supports my journey,” said Lakey Peterson, professional surfer and 805 Beer Authentico. “Sharing so many of the same values and passions for life, surfing, and creativity, my partnership with 805 Beer feels so natural. I’m excited about the work we’re doing to promote surfing and the California way of life.”
As the official craft beer partner of the World Surf League North America, 805 Beer continues a legacy of working closely with the organization, the global home of competitive surfing. Their partnership aligns on a mutual appreciation of the sport and includes special event activations at the US Open of Surfing in Huntington Beach and the Cold Beer Surf Club hosted by legendary pro surfer and 805 Beer Authentico Conner Coffin. Through intimate conversations, the podcast series reflects on the personalities and stories that drive surf. Recently, Peterson appeared to share her formative experiences growing up in the 805, her pivotal frontside air to win the National Championships at Trestles in 2014, and what’s next in her surf career.
Santa Barbara native Peterson is one of the latest to join 805 Beer’s roster of brand ambassadors — known as Authenticos — who embody the pioneering spirit of 805 Beer and its Central Coast of California origins. Other 805 Authenticos include notable surfers with varied styles and approaches to surfing, including Kirra Pinkerton and Nolan Rapoza who are recipients of 805 Beer’s Athlete Booster Program to help emerging surfers excel in their careers. Brewed by the soul of this Central Coast spirit, Firestone Walker Brewing Company and 805 Beer are motivated both by their dynamic local community and that enduring legacy of the state’s soil from which they harvest.
“Lakey is not just a world-renowned talent, but more importantly, she’s an incredible person who shares our values for supporting the cultures and pursuits that inspire us and our communities,” said Dustin Hinz, Chief Marketing Officer of Firestone Walker Brewing Company. “Bringing her story to life during the largest surf event in California, the US Open, is the perfect way to celebrate our partnership with her and the World Surf League.”
Media kit, including visual assets, can be found here.
About Firestone Walker Brewing Company
Founded in 1996 by brothers-in-law Adam Firestone and David Walker, Firestone Walker is a family-led second-generation brewery based on California’s Central Coast. Helmed by Nick Firestone, and decorated Brewmaster Matt Brynildson, Firestone Walker's main brewery in Paso Robles produces a robust lineup of award-winning beers including 805, California's #1 craft beer brand established in 2012; 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.
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