AB InBev's Big Wave Initiative Takes on Toxic Surf Culture

Kona Big Wave recently launched its “Share the Big Waves” campaign as part of its “Bring the Aloha” initiative. This new campaign aims to address tensions in surfer culture through a California-based activation. Professional surfer Hunter Jones met with surfers of various skill levels at San Onofre beach in San Clemente, California as part of the campaign. The resulting short video discusses the negative aspects of surf culture, including fights, arguments, and the problematic practice of “dropping in” where surfers collide with each other. This initiative follows the brand's recent rebranding effort, including a name change, and aims to promote a more positive and inclusive surf culture.

Meredith Ruskin, the vice president of marketing for Kona Big Wave, expressed that they prefer to see Kona Big Wave not only as a beer, but as a companion for the most significant moments of connection in life — moments that embody the aloha spirit and bring people closer to each other and to the natural world, according to a press release.

The executive emphasized that although surfing is often done alone, there are many complexities and subtleties when it comes to interacting with other surfers. "Share the Big Waves" demonstrates that when barriers are broken down and open dialogue is encouraged, connections can be made -- especially over a delicious beer.

Furthermore, individuals aged 21 and older can locate the Aloha Bench at famous surf spots. By scanning the QR code on the bench, they can redeem a special offer for two free Kona Big Wave beers to use at a nearby restaurant or bar.

In 2020, Anheuser-Busch InBev acquired Kona Big Wave as part of their purchase of the Craft Brew Alliance. AB InBev now holds the rights to the beer in 49 states and internationally, while PV Brewing Partners own the rights in Hawaii. This move reflects AB InBev's emphasis on premiumization in the alcohol market.