Firestone Walker’s Streetwise 805 Beer Campaign

Firestone Walker has launched a new ad campaign for its 805 Blonde Ale featuring acclaimed car builder Matt Noble who is as deep-down California as the beer…

If you know beer you’re probably familiar with Firestone Walker’s 805 Blonde Ale. It was originally conceived as a Central Coast California-only year-round release, an every-day anytime beer that immediately caught fire and spread well beyond its uber-local aspirations.

805 is a phenomenon in the beer biz, a rising craft beer flagship at a time when most flagships are at best taking water.

And Matt Noble is his own kind of phenomenon, a Ventura, California custom car craftsman/surfer/SoCal street guy, who has built a cult following.

The campaign, which is getting a full digital rollout, features the giveaway of a custom built 1949 Chevy truck, given more than a little Matt Noble swagger, that’s valued at more than $45,000.

Noble began the project as a complete frame-off restoration, followed by a custom buildout from the engine to the interior. The truck was finished with obsessive detailing and an 805 aesthetic flair.

And 805 fans can enter to win the truck through September 30 via text-to-redeem codes featured on in-store display; or online at 805beer.com.

“Matt Noble is one of the most respected car builders in the world and is based in the heart of 805,” said Troy Powell, 805’s brand director.

 “This rare Chevy classic is a daily driver that stops on a dime and sits flat on the ground when parked. It looks like we just drove it off the showroom floor in 1949. It’s one-of-kind. We would love to keep it, though it’s much more fun to give it away to one of our loyal 805 drinkers.”

Noble was previously featured as part  805 Beer’s “Authentico” film series, which showcases salt-of-the-earth Californians whose lives and lifestyles reflect the culture of 805.