In 1900, three German brewers established Cervecería del Pacifico in the small Mexican port town of Mazatlán. Word of the exceptionally drinkable pilsner-style lager traveled fast. Soon, thirst for Pacifico spread from Sinaloa and up the rugged Baja coastline.

Fast forward to the early 1970s. As the story goes, a group of California surfers ventured south in their van to explore the breaks along the coast. Eventually they found themselves in Baja, where they also discovered hidden surf spots, friendly cantinas, and a beloved local beer called Pacifico.