Firestone Walker and tourism group launch five-part video series
– Visit SLO CAL and Firestone Walker Brewing Company have launched “Tapped Into SLO CAL,” a five-part short-form video series blending documentary-style filmmaking with craft brewing.
The series centers on Firestone Walker Brewmaster Matt Brynildson, who is challenged by CEO Nick Firestone to capture the essence of SLO CAL in a single beer. Brynildson travels the county’s backroads, coastlines, and communities, where he connects with winemakers, visits the Nine Sisters, surfs with a local artist, and immerses himself in the region’s music and culture.
Each three-minute episode covers a different aspect of the destination. The first episode, “The Challenge,” follows Brynildson as he sets out to define what makes SLO CAL unique. The second, “Surf & Sustainability,” explores the region’s connection to nature and the influence of the coast. The third, “Beer vs. Wine,” features an exchange with local winemakers. The fourth, “Play It Local,” focuses on music, community, and local culture. The fifth and final episode, “Brewing Time,” documents the creation of the finished beer.
“Tapped Into SLO CAL is a collaboration fueled by curiosity, creativity, and the spirit of the region,” said Cathy Cartier, president and CEO of Visit SLO CAL. “This series with Firestone Walker celebrates the character of SLO CAL through meaningful stories and authentic experiences, allowing both visitors and residents to connect with the region in a memorable way.”
“We’re excited to collaborate with Visit SLO CAL on this campaign,” said Brynildson. “The SLO CAL region is incredibly diverse, from the coast to the inland hills, with a culture shaped by its wine, music, and laid-back spirit. Tapped Into SLO CAL reflects what makes this region so special, and it was a rewarding challenge to bring that sense of place to life in a single beer.”
The series will culminate in the debut of the limited-edition SLO CAL beer at the Firestone Walker Invitational Beer Fest on May 30. Following the event, the beer will be available at Firestone Walker for locals and visitors to purchase.
Visit SLO CAL is a countywide nonprofit destination marketing and management organization for San Luis Obispo County. The county is situated between San Francisco and Los Angeles and features more than 100 miles of coastline and more than 40,000 acres of vineyards across more than 15 communities. More information is available at slocal.com.
Firestone Walker was founded in 1996 by brothers-in-law Adam Firestone and David Walker. The family-led, second-generation brewery is based on California’s Central Coast and marks its 30th anniversary in 2026. Its main brewery in Paso Robles produces brands including 805, Mind Haze, and Cali Squeeze. The company also operates the Barrelworks wild ale cellar in Santa Barbara County and the Propagator R&D brewhouse in Venice.
