Firestone Walker 805 Unveils “Long Live Cold Beer” Campaign

A Love Letter to Beer and the People Who Earn It

Paso Robles, California—Firestone Walker Brewing Company today announces the launch of Long Live Cold Beer, a new national brand campaign for 805 Beer that celebrates beer in its purest, most enduring form. More than a campaign, Long Live Cold Beer is a declaration of belief in beer as a cultural constant, a reward for honest effort, and a shared ritual that has never needed reinvention. Watch it here.

 
At its heart, Long Live Cold Beer is 805 Beer’s love letter to beer and to the people who choose it not for attention, but for meaning. The campaign rejects performative drinking culture in favor of something simpler and more human. Cold beer. Well earned. Shared freely. 

The campaign makes its national debut during X Games broadcasts on ABC and ESPN, and rolls out globally across World Surf League channels, including the season-opening event at Pipeline. From there, Long Live Cold Beer comes to life across out of home placements, retail, and live experiences nationwide.
 
The long form film is voiced by American troubadour Jake Smith, known as The White Buffalo, whose gravel-worn delivery grounds the story in authenticity and soul. Set against California backroads, coastlines, mountains, and working landscapes, the film weaves together everyday drinkers alongside 805 athletes and ambassadors. The result is a portrait of beer culture that feels lived in, not staged.
 
Long Live Cold Beer features a mix of real people and respected figures from surf, moto, snow, and combat sports, including Conner Coffin, Lakey Peterson, Nate Tyler, Tyler Bereman, Tyler McCaul, Ryan McCelemon, and Tabatha Ricci. Their presence is not about celebrity. It is about alignment. Different paths, same values. Beer as a moment that connects, not a badge that separates.
 
“This is not nostalgia, it is recognition,” said Dustin Hinz, CMO 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 anchors 805’s broader cultural presence through year-round partnerships spanning action sports, music, and community driven events. This includes X Games, World Surf League, major music festivals such as Aftershock and Warped Tour, rodeo, and other live platforms where beer has always belonged. In each setting, the message remains consistent. Beer does not need to chase trends. It endures because people do.
 
Born and brewed in California, 805 Beer continues to stand for quality over quantity, small-batch mindset, and a clear point of view. Long Live Cold Beer reinforces what drinkers already know. Beer is not a moment to manufacture. It is one to earn, share and remember. Anchored by the full 805 Beer family, including 805 Blonde Ale, 805 Cerveza, 8ZERO5 non-alcoholic, and the brand’s latest release, 805 Chelada. 
 
Introduced in 2012, 805 Beer has grown to become the #1 craft beer in California, a position earned through consistency, cultural relevance, and a deep connection to place. Founded in 1996 and led today by its second-generation family stewards, Firestone Walker Brewing Company continues to evolve 805 Beer as a premium expression of California beer, honoring tradition while meeting drinkers where they are today.
In a world constantly chasing what is next, 805 Beer raises a cold one to what lasts. Long Live Cold Beer.

About Firestone Walker Brewing Company 

Firestone Walker proudly celebrates 30 years in 2026. Founded 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. More at FirestoneWalker.com.

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