• by Fern Siegel , April 2, 2025

Kona Big Wave is making a splash.

The island-style lager has kicked off “Liquid Aloha,” its first product-focused campaign since the brand's relaunch in 2023. The new campaign is running on TV, streaming, social, digital and out-of-home through the end of the year.

“Liquid Aloha” matches epic wave shots, filmed on location in Oahu, with shots of Big Wave beer. The message is for people to be present in the moment and enjoy the ride.

The creative, by Duncan Channon, is about immediate joy — catching a wave or cracking open a cold one.

“Most ads talk at you. Ours listens to the waves. We took some of Hawaii’s finest surfers to the legendary North Shore to capture the Big Wave experience in all its phases: anticipation, a wild sensory ride and a smooth, easy finish,” Cristián Costa, group creative director, Duncan Channon, told Agency Daily.

The brand reports a 28% increase volume growth since its relaunch, ranked as the No. 9 tap handle in the industry.

Kona Big Wave was founded on the Big Island of Hawaii in 1994 and is now owned by Anheuser-Busch.

Duncan Channon's clients include e.l.f., Golden Road, Golden State Warriors and Sephora.