Paso Robles, CA (January 29, 2024) - Firestone Walker announced today that 805 Beer, California's best-selling craft beer, and the World Surf League (WSL) are excited to extend their multi-year partnership and announce the launch of their latest collaboration, the "Cold Beer Surf Club," an original podcast and short film series hosted by 805 Authentico and Californian professional surfer Conner Coffin, and an Athlete Booster program designed to provide two Challenger Series surfers with the critical support to surf on the global series. Watch the podcast here.
Debuting January 29th, 2024, on WSL channels as part of the Championship Tour (CT) opening at Pipeline on the North Shore of Oahu, the first episode of "Cold Beer Surf Club" features Foo Fighters' guitarist and avid surfer Chris Shiflett. The "Cold Beer Surf Club" takes viewers and listeners into candid conversations rooted in surf and culture that only a former top-ranked pro-surfer on and off the tour has. Episodes will air monthly and also feature companion short films that capture adventures beyond the podcast conversations, such as Coffin and guests hitting the waves, picking up guitars and sharing the stage, or reeling in a catch over hearty conversation and connection of shared passions.
For the past decade, podcast host Conner Coffin has made his living traveling the globe as a top-ranked WSL CT surfer. These adventures from Portugal, Australia, the North Shore of Oahu, and beyond have helped shape Coffin's passion for surfing, music, food, health and wellness, fishing, and the arts. With a unique perspective and profound insight from these experiences, Conner and the team will feature guests from all walks of life who share his immense passion for culture that has helped shape the surfing world.
"Surfing is a community that feeds off a shared passion for arts, music, and cultures that both pro surfers and surf fans are inspired by," Conner Coffin said. "I'm excited to share these stories with fellow athletes and friends to provide our unique perspectives and inspire others. 805 Beer is part of the landscape where I grew up, so we share many of the same values and pursuits. I'm stoked for this new venture with my 805 Beer family and the incredible stories we'll tell."
Strengthening the brand's support of the competitive surfing community, 805 Beer is also announcing an Athlete Booster program for two Challenger Series surfers for the 2024 series. 805 Beer will select and award one male and one female surfer an endowment to support their tour goals and also cover portions of the surfer's competition expenses. Surfers will be announced in advance of the Challenger Series opener, the Gold Coast Pro Presented by GWM.
"There's never been so much global talent at the elite level of WSL surfing and upcoming athletes can use all the support they can get in developing into world-class surfers and chasing their dreams," said Dave Prodan, WSL Chief Strategy Officer. "The 805 Beer Athlete Booster program is a great initiative by 805 Beer that gives back to the surfing community via former Championship Tour surfer, World Title contender and Santa Barbara style icon Conner Coffin. Conner has had an incredible career as both a free surfer and a competitive surfer, and the insights and support he can provide to the next generation of talent is invaluable. Looking forward to seeing how this unfolds."
"Deepening our partnership with the World Surf League over the years has been a rewarding endeavor. It is a true partnership where our teams work to develop our shared passions for surfing into meaningful programs and entertainment that supports athletes and celebrates the surf art form," Dustin Hinz, CMO of Firestone Walker Brewing Company said. "Watching Conner evolve from a top-ranked surfer to a guide of culture through this series reaffirms our mission for creating platforms that give our athletes an opportunity to thrive and 805 beer fans with compelling stories. The podcast, coupled with our Athlete Booster program, are two ways we can give back to a community that gives us all so much."
As 805 Beer extends its multi-year partnership as the official craft beer partner for the WSL North America, the brewer will host activations around major events, including the US Open of Surfing, the Lexus Pipe Pro presented by YETI, the Hurley Pro Sunset Beach, the TUDOR JAWS Big Wave Challenge, and the WSL Finals.
"We are excited to expand our current partnership with 805 Beer beyond the traditional sponsorship model to create a brand that truly captures the spirit of surfing," said Cherie Cohen, WSL Chief Revenue Officer. "The 805 Cold Beer Surf Club is a brand that was co-developed to bring our fans closer to the sport and give them a place to celebrate. 805's partnership at our North America events, podcast series, Athlete Booster program, and on-the-sand programming will unite our community around their shared passions."
Media kit, including visual assets can be found here.
About 805 Beer Cold Beer Surf Club The first season of the "Cold Beer Surf Club" podcast plans to host 10 episodes, as part of the 2024 WSL Championship Tour season. The "Cold Beer Surf Club" podcast will be globally distributed on the WSL app and its media channels, Spotify, Apple Music, and YouTube. For more information, visit www.805beer.com.
About Firestone Walker Brewing Company Founded in 1996 by brothers-in-law Adam Firestone and David Walker, Firestone Walker is a second-generation, family-led brewery based on California's Central Coast. Helmed by highly decorated Brewmaster Matt Brynildson, Firestone Walker's main brewery in Paso Robles produces a diverse portfolio including 805, California's #1 craft beer brand; 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. Firestone Walker was recently named "Best American Brewery of the Decade" by Paste Magazine. More at 805beer.com and FirestoneWalker.com.