Honolulu, HI (July 12, 2010) – In Hawaii, tradition runs deep. From upholding the hula to barbecues with family and Primo's on the beach with friends, we take our history seriously in the islands. But of the many pastimes that we hold dear, China Uemura's and 88 Tee's Annual Longboard Classic is one of our favorites. This year, Primo Beer is proud to announce their role in the contest as the event's presenting sponsor.

Held at Queens in Waikiki on July 22-25, the event is one of the finest examples of surfers coming together under the sun for a good cause. "Primo has been a part of Hawaii for decades," said Primo's brand manager Kyle Wortham. "And so has China's Longboard Classic. It's great to see these two uniquely Hawaiian pastimes coming together to celebrate the spirit of surfing in Hawaii for this great event. Primo is thrilled to continue supporting Hawaii's watermen and women."

More than just a chance to surf and talk story with friends and family, China's Longboard Classic also gives back to the community with a charity that raises money for the Shriner's Hospital for Children.

"I love putting on this contest every year. Between the good vibes in the water and the charity we support, the event is always refreshing," said Hawaiian surfing legend China Uemura. "And with Primo onboard this year, it's only gonna make it better than ever!"

True to Hawaii's waterman roots, the event includes divisions for longboarding, SUP, as well as amateur and specialty heats. For more information and to register for the event, go to

To wrap up a solid day at the beach on July 23rd, LuLu's Bar in Waikiki will be hosting the awards ceremony and wrap party for the event and serving Primo specials. On July 24th at 6pm, Tiki's Grill and Bar will be hosting a fashion show and trunk party with a live DJ.

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