The 2011 U.S. Open of Surfing attracted an estimated 500,000 action sports fans to Huntington Beach, California, July 30-August 7, 2011. Pacifico Beer, the official beer sponsor, made waves with a series of event activations that encouraged responsibility, celebrated the beer’s history and introduced new consumers to Pacifico on draft.
Responsibility was the top priority, and Pacifico, in partnership with California Yellow Cab, distributed thousands of $5 cab vouchers at more than 20 on-premise establishments in Huntington Beach, and provided free rides on bicycle-powered Pacifico rickshaws. Pacifico street teams also had a strong presence at the event, distributing thousands of giveaways including free t-shits, sunglasses, surf bracelets, fans and stickers.
The beer was first introduced to the U.S. by surfers on trips to Baja California, and Pacifico paid homage to its surfing history by hosting nine on-premise events withi 2009 and 2010 U.S. Open of Surfing Champion Brett Simpson, who served as a guest bartender pouring Pacifico on draft.
