From Kona & Anheuser-Busch:
The beloved beer brand is making waves with new ads inviting drinkers to enjoy wave after wave of refreshment—one sip at a time
New York, NY - March 31, 2025 - Kona Big Wave, the refreshing island-style premium lager, today launched “Liquid Aloha,” its first product-focused campaign since the brand relaunch in 2023. The new campaign brings the Big Wave experience to life through a series of ads rolling out across TV, streaming, social, digital and out-of-home beginning now through the end of the year.
Inspired by the refreshing taste of Big Wave and the rush of emotion when catching the perfect ocean wave, “Liquid Aloha” beautifully draws a connection between the two in a series of ads matching epic wave shots to equally impressive shots of Big Wave beer. Shot on location in Oahu in partnership with Duncan Channon & Pulse Films, the campaign captures the feeling of embracing the moment—whether that’s paddling to a wave or cracking open a cold Big Wave.
“‘Liquid Aloha’ brings to life the Big Wave experience, showcasing our authentic connection to island lifestyle and how the spirit of aloha can be felt during any moment,” said Meredith Ruskin, VP of Marketing for Kona Big Wave. “Our new ads are a refreshing reminder of the aloha spirit and enjoyment of life, encouraging people to be present in the moment and disconnect in order to reconnect with what’s important.”
As Kona Big Wave continues to grow into a premium lifestyle brand, it’s seeing strong momentum, up +28% in volume growth since the relaunch in 2023 and ranked as the #9 tap handle in the industry.
Learn more about the “Liquid Aloha” campaign by visiting konabigwave.com or following @KonaBigWave on Instagram and X.
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About Kona Big Wave
Founded under the golden sun of the Big Island of Hawaii in 1994, Kona Big Wave embraces the aloha spirit while spreading its foundations of balance, respect for nature, authenticity, and building community with your ohana. Today, the easy-drinking, island-style premium beer brings the aloha across the mainland U.S. and more than 30 countries globally. For more information visit konabigwave.com, and follow @KonaBigWave on Instagram, Facebook and Twitter.
About Anheuser-Busch
At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As a leading American manufacturer and the nation’s top brewer, we drive economic prosperity nationwide through investments in our people, facilities, and communities. We are the only brewer that invests in the U.S. at this scale.
We are home to the nation’s most iconic beer and beyond beer brands, including Michelob ULTRA, Busch Light, Budweiser, Bud Light, Stella Artois, and Cutwater, as well as industry-leading regional craft brands. From our longstanding efforts to support American farmers, military, veterans, and first responders, to emergency drinking water donations and responsible drinking programs, we are guided by our commitment to the communities we call home and the 65,000 hardworking Americans who bring our beer to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.
Anheuser-Busch's fastest-growing premium beer1 is #9 most popular tap handle in the U.S.
April 3, 2025 – St. Louis, MO – Kona Big Wave, a golden ale originally born in and inspired by the legendary waves of Hawaii over 30 years ago, has more than doubled in size over the last five years2 and continues its strong sales momentum into 2025. Since Anheuser-Busch relaunched the brand in 2023, sales and marketing efforts have been laser focused on investing in fresh new packaging and visual brand identity and a new campaign platform with “Bring the Aloha.” As a result, Kona Big Wave has recorded some notable performance milestones including:
- - Unstoppable Growth: Kona Big Wave grew double digits in each of the last five years, including +15% growth in 2024, and the brand has more than doubled in size over the last five years, growth that only nine other brands in the category (of the top 50) have achieved. (Circana TUS MULC 2024, volumes sales, High End category)
- - National Powerhouse: The brand is growing share of the High End category across the nation, with positive share growth in 30+ states in 2024. (Circana TUS MULC 2024, volume share of High End)
- - Regional Favorite: Kona Big Wave is one of the fastest share-gaining brands in the Midwest with an increase of +0.21 (#4 brand, Midwest MULC, volume share of High End) and as a top growing brand in the category in the Northeast, accelerating +32%. (Circana Northeast MULC 2024, volume sales)
- - On-Premise Beer of Choice: Kona Big Wave will see a heavy focus on the on-premise in 2025 where the brand currently holds strong as the #9 tap handle in the industry and Anheuser-Busch's #4 tap handle. (Nielsen TUS 2024, dollar sales)
“With 30 years of heritage, Kona Big Wave has the credentials that make a successful a premium lifestyle brand and that, paired with the support of the entire Anheuser-Busch network, has netted incredible growth on all fronts,” said Andy Thomas, President, The High End at Anheuser-Busch. “The trajectory of this brand over the last five years has been impressive and we have the right plans and investments in place to sustain this momentum for the long run.”
In 2025 and beyond, Kona Big Wave will continue to be a major lifestyle player in the High End beer category and sustain its incredible momentum with new campaigns, on-premise plans focused on the luau occasion, grassroots merch activations and the fifth year of the brand’s partnership with King’s Hawaiian.
Earlier this month, Kona Big Wave launched “Liquid Aloha,” its first product-focused campaign since the brand relaunch in 2023. “Liquid Aloha” brings the Big Wave experience to life through a series of ads rolling out across TV, streaming, social, digital and out-of-home through the end of the year.
1 Circana TUS MULC 2024, volume sales, premium category
2 Circana TUS MULC 2024, volumes sales
KONA BIG WAVE
Founded under the golden sun of the Big Island of Hawaii in 1994, Kona Big Wave embraces the aloha spirit while spreading its foundations of balance, respect for nature, authenticity, and building community with your ohana. Today, the easy-drinking, island-style premium beer brings the aloha across the mainland U.S. and more than 30 countries globally. For more information visit konabigwave.com, and follow @KonaBigWave on Instagram, Facebook and X.
ABOUT ANHEUSER-BUSCH
At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As a leading American manufacturer, we drive economic prosperity nationwide through investments in our people, facilities, and communities.
We are home to the nation’s most iconic beer and beyond beer brands, including Michelob ULTRA, Busch Light, Budweiser, Bud Light, Stella Artois, and Cutwater, as well as industry-leading regional craft brands. From our longstanding efforts to support American farmers, military, veterans, and first responders, to emergency drinking water donations and responsible drinking programs, we are guided by our commitment to the communities we call home and the 65,000 hardworking Americans who bring our beer to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.
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