Pacifico
Anchors up: taking a cult surf beer national
During my five years as GCD of Pacifico, we more than doubled its volume, from 9.2 to 20.7 million cases, turning a small California surfer beer into a national name in the shadow of Corona and Modelo. We turned “Live Life Anchors Up” into a way of life, meeting our audience from the slopes to the shores, earning our place in culture with Obey, Quiksilver, X Games, and Surfrider, and winning Effies year after year.
