Firestone Walker debuts new 805 Beer campaign
Brand effort features athletes, filmmakers, and working landscapes
– Firestone Walker Brewing Company announced the launch of Long Live Cold Beer, a new national brand campaign for 805 Beer that focuses on beer as a longstanding cultural tradition and shared experience.
The campaign centers on 805 Beer and presents what the company describes as a celebration of beer in its most basic form. The campaign emphasizes beer as a reward after work and a social ritual rather than a trend-driven product.
Long Live Cold Beer made its national debut during X Games broadcasts on ABC and ESPN. The campaign is also rolling out globally across World Surf League channels, including the season-opening event at Pipeline. Additional placements include out-of-home advertising, retail locations, and live experiences nationwide.
The long-form film associated with the campaign is voiced by Jake Smith, known as The White Buffalo. The film features scenes set across California backroads, coastlines, mountains, and working landscapes. It includes everyday beer drinkers along with 805 Beer athletes and ambassadors.
The campaign features individuals from surf, motocross, snow, and combat sports, including Conner Coffin, Lakey Peterson, Nate Tyler, Tyler Bereman, Tyler McCaul, Ryan McCelemon, and Tabatha Ricci. The company said the campaign focuses on shared values rather than celebrity.
“This is not nostalgia, it is recognition,” said Dustin Hinz, chief marketing officer at Firestone Walker Brewing Company. “Beer has always been there at the end of a long day, after the work is done, when stories get better and time slows down. That truth still matters.”
The campaign also supports 805 Beer’s year-round partnerships connected to action sports, music, and community-driven events. Those partnerships include X Games, the World Surf League, music festivals such as Aftershock and Warped Tour, rodeo, and other live events.
Firestone Walker Brewing Company said Long Live Cold Beer reflects the brand’s broader approach to beer culture and consumer engagement. The campaign includes the full 805 Beer product lineup, including 805 Blonde Ale, 805 Cerveza, 8ZERO5 non-alcoholic beer, and the recently released 805 Chelada.
Introduced in 2012, 805 Beer has grown into the top-selling craft beer in California. Firestone Walker Brewing Company was founded in 1996 and is led by second-generation family ownership. The company said it continues to develop 805 Beer as a California-based brand with an emphasis on consistency and connection to place.
