The Current Podcast: Firestone Walker Brewing’s Dustin Hinz on Tapping Beer and Sports Fans through CTV

Release Date: April 23, 2025

Introduction

In the latest episode of The Current Podcast, hosts Damian Fowler and Ilise Lafring engage in a dynamic conversation with Dustin Hynes, the Chief Marketing Officer of Firestone Walker Brewing Company. Known for his award-winning marketing prowess and deep-rooted passion for music, Dustin brings a unique perspective to the craft beer industry. The discussion delves into Firestone Walker’s brand strategies, innovative marketing approaches, and Dustin’s seamless integration of his musical background into his current role.

Firestone Walker and the 805 Brand

Background and Founding

Dustin Hynes provides an insightful overview of Firestone Walker Brewing Company, highlighting its origins and the genesis of the 805 brand.

• [01:04] Damien Fowler: “Firestone Walker is the culmination of David Walker and Adam Firestone's love for beer. They’re brothers-in-law and founded this amazing brewery on the Central Coast of California, focusing on a few craft beers initially, like DBA and Union Jack.”

The 805 Identity

The 805 brand, named after the Central Coast’s area code, embodies the West Coast vibe that resonates with consumers.

• [02:03] Ilise Lafring: “Very cool. But there are a lot of beers out there, even craft beers. What would you say is the point of differentiation?”

• [02:15] Damien Fowler: “I think the biggest point of differentiation for 805 beer is the brand position. You have to have an amazing product and focus on being the alternative premium choice in a crowded market.”

Dustin emphasizes the importance of a strong brand identity and positioning to stand out in the highly competitive beer market.

Innovative Marketing Strategies

Brand Positioning and Consistency

Dustin discusses the critical role of brand positioning in driving Firestone Walker’s success.

• [02:15] Damien Fowler: “Great brand position and great marketing is not going to solve a lousy product. You’ve got to have an amazing product and stand for something clear and enduring.”

Campaign Highlights

Dustin highlights key marketing campaigns that significantly boosted brand awareness and sales.

• [03:05] Damien Fowler: “With the launch of 805 Cerveza, we put the product in color for the first time, moving away from our traditional black and white. This simple change led to a consistent 20% increase in sales.”

Ambassador Program

Firestone Walker employs a roster of over 50 ambassadors, termed “805 Authenticos,” to authentically represent the brand across diverse consumer groups.

• [03:05] Damien Fowler: “We tell the story of our brand through our consumers and athletes, including surfers, motocross riders, boxers, and artists. This approach resonates deeply with our target audience.”

Leveraging Connected TV (CTV) and Sports Partnerships

Shift to Connected TV

Dustin explains the strategic pivot to Connected TV (CTV) platforms to enhance geo-targeting and measurement capabilities.

• [06:24] Damien Fowler: “Connected TV has been huge for us. It allows for more precise geo-targeting, which is essential for a regional brand like ours. Partnerships with platforms like ESPN have enabled us to connect effectively with sports fans.”

Sports Fan Engagement

Understanding that a significant portion of Firestone Walker’s customer base are sports enthusiasts, the brand leverages partnerships with sports leagues to enhance visibility and engagement.

• [07:34] Damien Fowler: “A huge percentage of our customers are sports fans. By partnering with ESPN and featuring athletes in our ads, we create a strong, measurable lift for the brand.”

Dustin underscores the effectiveness of aligning the brand with sports events and personalities to drive consumer connection and sales.

Seasonality and Cultural Relevance in Marketing

Adapting to Seasonal Trends

Firestone Walker meticulously aligns its marketing campaigns with seasonal events and cultural moments to stay relevant.

• [08:42] Damien Fowler: “With 16 major retail events annually, we tailor our campaigns to align with themes like Memorial Day, Cinco de Mayo, and the Fourth of July, ensuring each campaign resonates with the specific occasion while maintaining our overarching brand identity.”

Maintaining Brand Consistency

Despite the need for seasonal variation, Dustin highlights the importance of maintaining a consistent brand narrative.

• [10:10] Damien Fowler: “While we refresh our campaigns to match seasonal themes, we ensure that every decision aligns with our long-term brand story, allowing us to remain timeless and multi-generational.”

Dustin Hynes: From Music to Marketing

Early Career and Musical Influence

Dustin shares his personal journey from a passionate musician to a seasoned marketer, illustrating how his background in music has shaped his approach to marketing beer.

• [10:42] Damien Fowler: “I got my first guitar at 14, which ignited my passion for music. This passion led me to a 17-year career at Guitar Center, where I learned the importance of inspiring customers and building a community.”

Transferring Skills Across Industries

Dustin draws parallels between marketing in the music industry and the craft beer sector, emphasizing the importance of authentic storytelling and community building.

• [13:47] Damien Fowler: “Great brands stand for something clear and enduring. At Guitar Center, our mission was to inspire more people to become musicians. Similarly, at Firestone Walker, we aim to create a genuine connection with our consumers through authentic storytelling.”

Perspectives on the Advertising Marketplace

Challenges in Digital Advertising

Dustin critiques the current state of digital advertising, particularly the oversaturation of product placements and the inefficacy of broad-reach strategies.

• [14:52] Damien Fowler: “Product placement on podcasts is incredibly oversaturated. I prefer targeting the right audience over maximizing eyeballs. Quality over quantity is key.”

Optimizing Marketing Investments

He advocates for strategic marketing investments, especially during economic downturns when competitors may scale back, presenting opportunities for savvy brands.

• [14:52] Damien Fowler: “During tough times, smart brands can find unique opportunities by managing their budgets effectively and investing in meaningful partnerships.”

Current Marketing Obsessions and Future Directions

Navigating Social Media Algorithms

Dustin expresses his frustration with the opaque algorithms on social media platforms that hinder effective audience building.

• [16:35] Damien Fowler: “I’m obsessed with figuring out what’s happening behind the scenes in social media algorithms that prevent brands from building real audiences. It’s a challenge that the industry as a whole is struggling with.”

Balancing Affinity and Purchase Intent

He stresses the importance of focusing on driving brand affinity and purchase intent rather than merely accumulating followers.

• [16:35] Damien Fowler: “We need to balance creating energy for our brand and expanding our reach without getting lost in the pursuit of followers. It’s about driving affinity and intent.”

Key Takeaways

1. Brand Differentiation: A strong, consistent brand position is crucial in a crowded market. Firestone Walker differentiates itself by embodying the West Coast vibe and maintaining high product quality.

2. Innovative Marketing: Leveraging CTV and authentic ambassador partnerships has significantly boosted Firestone Walker’s brand visibility and sales.

3. Seasonal Relevance: Aligning marketing campaigns with seasonal events while maintaining a consistent brand narrative ensures cultural relevance and consumer connection.

4. Authentic Storytelling: Dustin’s transition from music to beer marketing underscores the importance of authentic storytelling and community building in brand success.

5. Strategic Advertising: Focusing on targeted marketing investments and navigating digital advertising challenges are essential for effective brand growth.

Notable Quotes

• Dustin Hynes on Brand Positioning:
  “Great brand position and great marketing is not going to solve a lousy product. You’ve got to have an amazing product and stand for something clear and enduring.”
  [02:15]

• Dustin Hynes on Product Differentiation:
  “With the launch of 805 Cerveza, we put the product in color for the first time… it was a game changer.”
  [03:05]

• Dustin Hynes on Marketing Consistency:
  “We have to make sure that every decision we make is going to have an impact a decade from now.”
  [05:33]

• Dustin Hynes on Social Media Challenges:
  “I’m obsessed with trying to figure out what is happening on the back end within the algorithms that is preventing some of the biggest brands in the world from growing their audience.”
  [16:35]

Conclusion

Dustin Hynes’ expertise and innovative approach have positioned Firestone Walker Brewing Company as a standout brand in the craft beer industry. By blending authentic storytelling, strategic marketing investments, and a deep understanding of their consumer base, Firestone Walker continues to thrive in a competitive marketplace. Dustin’s unique background in music marketing further enriches his ability to connect with audiences, ensuring that 805 remains a beloved and enduring brand.

Stay tuned to The Current Podcast every Wednesday for more insights and stories from leaders at the world’s most influential brands.