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The Honolulu Advertiser
Posted on: Saturday, March 20, 2010

Primo's 'Big Braddah' cans to hit stores

Advertiser Staff

Hawaii news photo - The Honolulu Advertiser

Primo became the first U.S. beer available in aluminum cans in the year before statehood.

REBECCA BREYER | The Honolulu Advertiser

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After a decadelong hiatus, Primo Beer will once again be available in cans.

Pabst Brewing Co., which revived the popular lager in 2007, will begin selling 16-ounce "Big Braddah" cans of Primo at local groceries, convenience stores, and some bars and restaurants this weekend.

Borrowing heavily from designs used in the 1960s and '70s, the new Primo cans will feature the classic Hawaiian warrior design with a rendering of the Hawaiian Islands below the label.

In 1958, Primo became the first beer in the United States to market aluminum-can versions, later adopted by beer manufacturers worldwide.

Known as a blue-collar beer, locally brewed Primo had been part of the Island scene since 1898.

But the brand was discontinued in 1997 by then-owner Stroh Brewery Co.

Pabst, which later acquired Stroh, revived the the brand in 2007 as a craft-brewed premium lager.

Primo also announced that it has hired Matty Liu as its new field marketing representative for Hawai'i. Liu will managing the day-to-day marketing of Primo and coordinate retail, bar and restaurant promotions throughout the Islands.

Liu, a former professional surfer, has more than 10 years of marketing, events and promotions experience representing various lifestyle and surfing industry brands across Hawai'i.