Rudy Johnson’s 1990s Blind Skateboard deck with a 40-ounce of Olde English on it really caught my attention back in the day. It was simple and bold, and immediately recognizable. Perhaps more importantly, it also showed something that was part of skate culture at the time.
Sure, pounding a 40 and hurling yourself off a ledge or trying to grind a rail on a set of stairs is questionable, in hindsight, but let’s put that aside. Beer has long been intertwined with skate culture and that has manifested itself in a variety of ways – including its depiction on skateboards. These are a few of my favorites (I did my best to avoid any bad people.)
Johnson claimed that the idea for the 40-ounce board came from Blind co-founder and legendary skater Mark Gonzalez. Ironically, he says he had never even drank a 40 before the board was made. Regardless, they were a common sight at skate spots in the 90s. Though many boards came later that also featured 40s in some way – often with logo ripoffs – this one was one of the most memorable.
Elissa Steamer Corona bottle deck by Toy Machine. Image source: GFK BAR.
Speaking of logo ripoffs, Elissa Steamer’s Corona-inspired deck was also highly recognizable. Steamer was one of the most notable skaters in the late 90s and early aughts when she rode for Toy Machine and Baker. The era was marked by heavy partying, especially within the infamous Piss Drunx crew, which she was part of. It’s no surprise that the image of a beer made it onto one of her boards. Like many of her peers from that era who partied way too hard, Steamer is now sober.
Toy Machine’s roster has continued to include skaters who like a beer or two, including Collin Provost. His passion for beer was combined with a very Toy Machine aesthetic on the Beer Guzz deck.
Collin Provost Beer Guzz deck by Toy Machine and PBR/Santa Cruz Screaming Hand deck. Image sources: Board Paradise and Skate America.
At the height of Pabst Blue Ribbon’s (PBR) efforts to capture the hipster beer-drinking market, they partnered with Santa Cruz to release a deck that combined the iconic Screaming Hand design with PBR’s branding. The result? A pretty sick board that perfectly blends imagery for both brands.
The cartoon depiction of Milo Aukerman on the cover of the Descendents’ debut album, Milo Goes to College, is also iconic. One of the standout songs on the album is “Suburban Home”. To celebrate their fifth anniversary in 2023, Hermosa Brewing Company teamed up with the band to release Suburban Foam, a beer that was accompanied by a ton of cool merch – including a skateboard.
Suburban Foam deck by Hermosa Brewing Company and Crush it Like Quint deck by Narragansett. Image sources: Hermosa Brewing Company and Narragansett.
Narragansett, a slightly older name in the beer business, has done a great job of retaining its stature as an older brand while making well-calculated efforts to connect with a younger generation. This includes the release of a few skateboards. A particular standout is the Crush it Like Quint deck, which capitalizes on their long-standing association with Jaws.
At one point, Narragansett had a skateboard made for them by a now-defunct New England skate company called Tasty. Also gone is Pretty Things Beer and Ale Project (resurrected as Brewery of St Mars of the Desert in Sheffield, England). Before Tasty and Pretty Things closed shop, the latter had the former make a deck featuring their Jack D’Or character doing a kickflip. For fans of Pretty Things, it’s super cool. I’m one of those fans. I’d be willing to part ways with a non-essential organ to have one.
That’s what I have for now. Let me know if you have a favorite board featuring beer. I might have to do a part two.