This is the coaster that’s served with the new Primo Beer
It’s back! Yes, Primo Beer is back on the market, complete with that familiar Hawaiian Warrior logo, although with an all-new recipe.
Primo Beer has a long history in Hawaii, dating back to 1898 when Honolulu Brewing and Malting Co. started it. Then going through several owners throughout the century through sales acquistions, including Schlitz and Stroh’s Brewing Company, who finally capped off production in 1997.
In 1999 Pabst Brewing Company acquired Stroh’s, who owned the Primo label. Now fast-forward to 2007-’08, we have the return of this household Hawaii brand.
What’s interesting is that Pabst has sub-contracted Keoki Brewing Company in Lihue, Kauai to produce Primo’s draft and bottled products for the islands. Which is nice, as it gives them the right to say “Made in Hawaii”. Always a good thing!
Well speaking of Warriors, I got to sample a draft pint of the newly-formulated Primo beer over at The Shack Hawaii Kai this past New Year’s day while watching the UH Warriors Sugar Bowl smackdown.
So how is it? Well it’s labeled as a “premium lager”, so I was already expecting quite some character to it. On the first sip, it hit me as being a little dry and bitter, but it smoothed out after becoming acclimated to my palate. It reminded me of a lighter version of Kona Brewing Company’s Longboard Lager, if that’s any help to you. Certainly nothing like, say, Heineken. I’d say this new Primo is more for the enthusiast, but not so sure if the masses will accept it. Having that slight bitterness, the wahines especially may shy away from it. You know how they like their sweet stuff. At least the ones that I know.
Primo claims it’s made with raw Hawaii’an Cane Sugar (where can you get THAT nowadays?), but I didn’t taste anything “sweet” about it. Or this could be part of the fermentation process, and not intended as a flavor element in the finished brew. Also, being from the tap, the draft version may not reveal all those little nuances that the bottled version might. I’d like to try the bottled version to see if this is so.
The draft certainly packed more alcohol punch than most domestics, as I was “feeling” it even on the that first pint, which I started with for the game (we had a designated driver, of course!).
You’ll have to try it for yourself and compare it side-by-side with one of your favorite beers.
Perhaps with that familiar brand name and logo, smart, aggressive advertising, and acclimation by the people to the new brew’s taste, the new Primo Beer will find success.
Okole Maluna!
Underside of the coaster that’s served with the new Primo Beer
Related Links:
Primo is Back - Honolulu Advertiser
ThatsPrimo.com - Official Primo Beer website
Post Edit - 6/21/08: I did a follow-up taste test of the new Primo Beer, including the bottled version here:
Re: Primo Beer Returns to the Islands
18 comments
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January 10, 2008 at 6:44 am
Kat
I had heard they were coming back, will have to try it next time I’m home!
January 10, 2008 at 8:50 am
Jef
Don’t they still grow a small amount of sugarcane over on Maui just outside the airport? I swear I saw fields of cane when I was there 3 years ago but maybe it was just my haole eyes playing tricks on me.
January 11, 2008 at 1:13 am
alan
I too had heard that Primo was coming back but I haven’t yet noticed it for sale. I’ll definitely start asking for it when I’m out.
January 11, 2008 at 2:52 am
ryan
Indeed they still do grow sugarcane on Maui for Maui Brand Natural Cane Sugars. Incidentally, Kauai also still grows sugarcane, but will eventually be processed primarily for ethanol in the future.
Back to the Primo, at least the guys wearing those Primo Aloha shirts won’t look silly anymore lol
January 11, 2008 at 6:45 am
Mokihana
Nice post.. good about Primo coming back. But they need to change their label to read Hawaiian, not Hawai’ian. Bad bad typo. Pau from da grammah police now. Heh heh.
January 11, 2008 at 8:07 am
Nate
Primo was my beer in the 70s!!!
January 12, 2008 at 2:43 am
RobynT
I was thinking the same thing about Hawai’ian!
January 12, 2008 at 8:11 pm
pomai
All I remember about Primo Beer in the 70’s were that my grandmother used the cans to make crotchet yarn hats and handbags. Remember those?
Yeah, they certainly need to remove that okina out of “Hawai’ian”. I love that logo though. So classic. Like going back in time.
January 17, 2008 at 7:24 pm
Barney
You do a fantastic job with this site. I love the photography and reviews are excellent. I can’t wait to try Primo and I do like a dry pilsner style beer so I hope it is successful.
One small thing I would like to mention. There is no “s” in the Hawaiian alphabet. So your reference to “wahines” caught my eye as I was once scoled by a Hawaiian friend for using the plural of the word, which is in fact not correct. The plural of wahine is wahine. Same for keiki. Thought you would like to know.
Keep up the great work!
January 17, 2008 at 7:49 pm
pomai
Oops on that. I actually knew that. I have a bunch of typos and grammatical errors all over this blog, as I either rush my writing and/or don’t proof carefully. My bad for that.
Same for musubi. You don’t say “musubis” for the plural of the word. It’s “two musubi”. Not “two musubis”. I believe bento also doesn’t have an “s” when plural. It’s “two bento”.
I’m sure the Primo people have already gotten (some heated) word about that okina in their spelling of “Hawai’ian”.
Mahalo for stopping’ by!
March 3, 2008 at 2:38 am
Joe
Where can I buy Primo in northern california?
March 20, 2008 at 7:45 am
eljimb0
I had a glass at wahoo(s) fish tacos.. it was pretty good.
Good luck to Primo.
March 22, 2008 at 12:28 am
honozooloo v.4 » Blog Archive » lost at sea - pipeline cafe
[...] thursday. they were opening for ooklah the moc. it was a good night, with incredible live music, $3 primo beers, and some random guy dancing around with a [...]
April 5, 2008 at 10:59 pm
keal
I just bought a 6-pack of Primo bottles from a nearby gas station for $8.79 (that’s with tax and bottle fees). It didn’t have any bitter taste to me. A nice, clean lager and I felt the buzz. I didn’t check around online but it’s got to be at least 5.0% ABV. I’m normally a Sierra Nevada Pale Ale drinker, but Primo’s a good in-betweener. VERY good beer in my opinion! Best of luck to the new Primo!
April 10, 2008 at 11:50 am
Brian
I just went through my first 6-Pack of Primo bottles. Being a native mainlander, I am always keen on trying things “Hawaiian”. I was immediately intrigued by the “made with pure island cane” advertisement on the bottle, but was more impressed with the claim that “proceeds help to preserve the environment and culture of the islands”, so I definitely became interested in the product as I always like to contribute to my local area when possible. Unsure of what to expect, I didn’t detect anything that made me think, “wow, this tastes like sugarcane”, but instead I tasted a great, traditional lager. It was a smooth, traditional style lager that would be appreciated at any BBQ or sporting event. I would be curious to know how much proceeds actually go to supporting the local Hawaiian culture. But this beer definitley is one that I would easily keep a 6-Pack readily availible in my refrigerator.
April 14, 2008 at 7:29 am
Kevin
I just got back from the islands and I “discovered”. It is a good beer stuck on the Miller High Life side of the cooler. ! I could only find it at some bars and Long’s Drug Stores.
May 5, 2008 at 12:50 am
WARREN
I AM WAITING FOR MY TURN TO TRY THE NEW PRIMO, I CAN REMEBER MY FIRST BEER (PRIMO) OVER FOURTY YEARS AGO. I HOPE IT TASTE THE SAME
May 5, 2008 at 9:25 pm
pomai
Warren, you know what? I think that Primo draft I initially “tried” wasn’t even Primo. Ack! Reason I say this, is I bought another pitcher of Primo draft again this past weekend, and it was WAY different than the first one I tried.
This one was much “fruitier”, with a smooth, slightly sweet and fragrant taste. I liked this second try much, much better than the first one.
Sorry I can’t compare it to the original, as I was too young at the time to try it. But I do remember it being on the “cheap side” back then.