805 Beer Raises a Cold One to What Lasts

Firestone Walker has officially unveiled a new national campaign for 805 Beer titled “Long Live Cold Beer,” and from the details alone, it feels like a thoughtful nod to what beer has always done best—show up at the right moment.

I haven’t seen the campaign yet, but after reading through the announcement, this looks less like a flashy rebrand and more like a statement of values. Long Live Cold Beer positions beer not as something that needs reinvention, but as a reward—earned, shared, and enjoyed without pretense. The focus is on simplicity: cold beer after honest work, meaningful moments, and connection rather than spectacle.

The campaign makes its national debut during X Games broadcasts on ABC and ESPN, with a broader rollout across World Surf League platforms, including Pipeline. From there, it expands into out-of-home placements, retail, and live experiences nationwide—very much meeting people where beer culture already exists.

One of the most interesting creative choices is the use of Jake Smith (The White Buffalo) as the voice of the long-form film. Known for his raw, gravel-edged storytelling, his narration reportedly anchors the campaign in authenticity rather than polish. Visually, the film is set across California’s backroads, coastlines, mountains, and working landscapes, blending everyday drinkers with 805 athletes and ambassadors from surf, moto, snow, and combat sports. The emphasis doesn’t appear to be celebrity—it’s alignment.

According to Firestone Walker, this campaign is about recognition, not nostalgia. Beer as a cultural constant. Something that doesn’t chase trends because it doesn’t need to. That message is reinforced through year-round partnerships with X Games, World Surf League, major music festivals, rodeo, and other community-driven events—places where beer has always felt natural, not forced.

Long Live Cold Beer also reinforces the full 805 lineup, including 805 Blonde Ale, 805 Cerveza, 8ZERO5 non-alcoholic, and the recently released 805 Chelada, all under the same umbrella idea: beer as a moment you earn, not manufacture.

Introduced in 2012, 805 Beer’s rise to becoming the #1 craft beer in California has been built on consistency and cultural connection rather than gimmicks. If this campaign delivers on what it promises, it sounds like Firestone Walker is doubling down on that philosophy—raising a cold one to what lasts.

This is one I’ll definitely be keeping an eye on, and here is a quick look: 

Long Form Spot Horizontal: https://youtu.be/SWnvuEFBUUY

:30 Second Spot Horizontal: https://youtu.be/FfQrEsvJTCM

:15 Second: https://youtu.be/e-YVG8U_rL8