Honolulu, HI (May 25, 2010) – Primo Beer is proud to announce the first ever Castles Cup Canoe Surfing event to be held this summer in Waikiki. In partnership with Honolulu-based Soljah Productions, the Primo Castles Cup is a completely unique and one-of-a-kind contest featuring canoe teams competing along one of Waikiki's most historical reefs – Castles.

Utilizing an "Eddie" format, the event will wait for maxed-out conditions to reach the 15-foot mark before the call to run the contest is made. The holding period begins on June 14 and will last until August 31.

"This will be an amazing event for sure," said Soljah frontman Alika Winter. "We're super stoked to have Primo Beer involved. They're not only a household name here in Hawaii, but Primo has been a huge supporter of perpetuating the Hawaiian culture. And that’s the kind of beer locals want to support."

Held at one of Hawaii's most iconic locales, Castles is a break steeped in tradition and is a perfect venue for the contest. Said to be the place that legendary waterman and three-time Olympic Gold Medalist Duke Kahanamoku caught a wave that stretched nearly a mile, it's only fitting that Primo would hold the event at this historic reef.

There are a number of teams already slated and eyeing down the buoys for a jump in swell. The current roster of competitors includes a virtual who's who of Hawaiian waterman. Team Primo, made up of an all-star crew from the 2009 Molokai race, and as well as Team Outrigger Canoe Club, led by Senator Fred Hemmings, are already chomping at the bit for the event to run. To boot, Rusty Keaulana, Brian Keaulana, Mel Puu and Bonga Perkins will be competing as well.

"I've been canoe surfing big swells out at Castles for quite a while now, and I'm really looking forward to this contest," said Hawaiian surfing legend and congressmen Fred Hemmings.

Those fortunate enough to walk away from canoe surfing in waves of such consequence will be in contention for a cash prize and the coveted Primo Castles Cup Trophy, not to mention the mountains of respect from your peers that comes with claiming such a groundbreaking event.

According to Soljah's Alika Winter, there's nothing else quite like the Primo Castles Cup around. "It’s the thrill of watching demolition derbies or bull riding, with the poise and grace of a big-wave surfing."

Tournament announcements and updates will be published at

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

Media Contacts:

Jon Holecz

Direct Line: 203-842-2090

Fax:  203-834-8666

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