American-Style Lager- Primo

The Honolulu Brewing and Malting Company was established in 1897 in Honolulu, Republic of Hawaii, and its most famous brand, Primo, was introduced in 1901. Hawaii had become a United States territory in 1898. Early advertisements for the beer touted its health aspects, saying that it was "...good for you" and that doctors recommended people drink beer. Interestingly, today, we know that reputable medical authorities do suggest drinking moderate amounts of beer as a health aid. 

Acquired by the Joseph Schlitz Brewing Company in 1963, Primo enjoyed a 70% market share in Hawaii as late as 1969. However, the brutal competition in the beer industry began to erode this loyalty after 1970. Schlitz Brewing was acquired by Stroh's Brewing in 1982, and they introduced green bottles for the beer in 1985. This was unsuccessful, and brown bottles returned in 1990. By 1997 a continuing decline in sales led to Primo's retirement. Pabst Brewing, who in 1999 had scooped up Stroh's, and their huge portfolio of brands, reintroduced Primo in 2007. The brand has experienced a bit of a resurgence since then, and sales have expanded to the Pacific Coast states. Also, 16 ounce "da Big Braddah" cans have been added.

One interesting fact about Primo is that it is actually a flavored beer, with a bit of cane sugar added to every batch. 

I have never had the pleasure of sampling Primo Island Lager, but I would be most interested in doing so.