Honolulu, HI (June 16, 2010) – Primo is proud to announce that waterman and member of the Primo family Chris Malloy has released the much-anticipated film, 180° South.

Directed by Malloy, the film follows Jeff Johnson as he retraces the historic footsteps of Yvon Chouinard's legendary trip into the unknown lands of Patagonia, searching for untapped coastline and the cold mountain ranges that have beckoned adventurers for decades.

“For 180 South, we set out to document some surfing and climbing in South America. What we came away with was an experience that changed the way we see the world forever” director Malloy stated.

Chris is currently touring the film throughout the US. If you're unable to make it to a premiere or want to take home a copy of the cinematic adventure, the film is available for purchase at Amazon.com and Netflix.com.

As the mainland creative ambassador for Primo beer, when not touring the world making films or surfing overlooked and remote coastlines the world over, Chris Malloy has been a pivotal member of the return of Primo, Hawai'i's original beer.

About Primo:

Primo is proud to support its surrounding communities by donating a portion of the proceeds from each case Primo to nonprofit organizations including the Outrigger Duke Kahanamoku Foundation that works to help preserve and perpetuate Hawaiian culture and environment.   For more information about Primo beer, visit www.primobeer.com.

Media Contacts:

Jon Holecz

Direct Line: 203-842-2090

Fax:  203-834-8666


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