During the 1970s, Primo Beer was very popular. Well over 50% of the beer sold in Hawaii was Primo.

Primo Village was located by a Hawaiian fishpond on the brewery property at 98-051 Kamehameha Highway in Waimalu from 1973 to 1979. It was a little makai of where Best Buy is now.

The village consisted of a chiefs house as well as houses for cooking, eating, tapa making and canoe building. It had meeting rooms, an information center, a refreshment area and a gift shop.

The village re-created an ancient Polynesian community. It had gardens of tropical plants and trees, flowing water, Polynesian temples and statues, and thatched Pacific island buildings. And, of course, complimentary Primo beer. Entertainment included music and Polynesian dancing.