Visit SLO CAL, the official destination marketing and management organization (DMMO) for San Luis Obispo County (SLO CAL), today announced the launch of Tapped Into SLO CAL, a first-of-its-kind campaign created in collaboration with the iconic Firestone Walker Brewing Company, the brewery behind bestselling brands such as Mind Haze, 805 and Cali Squeeze. Blending cinematic storytelling with the artistry of craft brewing, the five-part short-form video series sets out to answer one inspirational/impossible question: Can you bottle a place? The Tapped Into SLO CAL landing page can be viewed on VSC’s website here.
“Tapped Into SLO CAL is a collaboration fueled by curiosity, creativity and the spirit of the region,” said Cathy Cartier, President & CEO of Visit SLO CAL. “This series with Firestone Walker celebrates the character of SLO CAL through meaningful stories and authentic experiences, allowing both visitors and residents to connect with the region in a memorable way.”
At the heart of Tapped Into SLO CAL is Matt Brynildson, Brewmaster at Firestone Walker, who is challenged by CEO Nick Firestone to capture the essence of SLO CAL in a single brew. What follows is part road trip, part experiment and part love letter to the land.
“We’re excited to collaborate with Visit SLO CAL on this campaign,” said Matt Brynildson, Brewmaster at Firestone Walker Brewing Company. “The SLO CAL region is incredibly diverse, from the coast to the inland hills, with a culture shaped by its wine, music and laid-back spirit. Tapped Into SLO CAL reflects what makes this region so special, and it was a rewarding challenge to bring that sense of place to life in a single beer.”
Traversing the county’s backroads, coastlines and communities, Brynildson connects with winemakers, takes in the iconic Nine Sisters, navigates the surfs with a local artist and immerses himself in the music and the culture that defines the region. Every moment becomes an ingredient in shaping a one-of-a-kind beer that reflects SLO CAL’s creativity and community.
Each three-minute episode explores a different facet of the destination:
- The Challenge — The journey begins as Brynildson sets out to define what makes SLO CAL unique.
- Surf & Sustainability — A deep dive into the region’s connection to nature and the influence of the coast.
- Beer vs. Wine — A playful yet insightful exchange with local SLO CAL winemakers, finding the fertile common ground between two craft traditions.
- Play It Local — Music, community and the creative pulse of SLO CAL come to life.
- Brewing Time — Back at the brewery, inspiration becomes reality as the final beer takes shape.
Filmed with a nostalgic, documentary-style approach, the series emphasizes authenticity over spectacle. Sunlit landscapes, ambient soundscapes and unscripted interactions immerse viewers in the rhythm of SLO CAL life.
The series will culminate in the debut of Brynildson’s limited-edition SLO CAL beer at the Firestone Walker Invitational Beer Fest on May 30, 2026, where thousands of beer enthusiasts and media from around the world will gather. The unveiling will be accompanied by a sizzle film capturing Brynildson’s journey, leading into the moment when the first pint is poured. In the weeks following the invitational, the limited-edition beer will be available at Firestone Walker for both locals and visitors of SLO CAL to enjoy and purchase.
For Visit SLO CAL, the campaign brings the destination’s identity to life through one of its most recognizable local icons, inspiring visitation while deepening community pride. For Firestone Walker, which celebrates its 30th anniversary in 2026, it reinforces a legacy of innovation and authenticity, showcasing how craft beer can be both exploratory and deeply rooted in home
Together, the collaboration brings to life a shared story that spotlights what makes SLO CAL a
place unlike anywhere else.
For more information about Visit SLO CAL, visit slocal.com or email Mayla Lohnes, [email protected].