Re-launching the return of a mass-produced beer in the heavily craft-oriented beer mecca that is California? Why would this be difficult?
Aggressive PR outreach resulted in media coverage in major market newspapers (OC Register, LA Times and San Diego Union-Tribune), as well as leading to Primo being named one of six ‘beers of summer’ by Playboy magazine. We also got down and dirty, executing a series of meetings in San Diego and Las Vegas during the now defunct SIA (ski/snowboard business trade show) to connect brands with the product.
Since all of this occurred within a three-month window and at the time, the beer wasn’t available east of Las Vegas, we’ll cheers to that!
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