I sat down with Nathan Micklos, the brand manager for Pacifico Beer, a beer with a unique story, and a conflicted perception. Is it big beer? It’s owned by one of the largest importers in the world after all. Or is it an underdog? It’s still that small brand that started in Baja California and made it’s way across the country as the beer of choice for surfers. In fact, it may be one of the most successful lifestyle brands in beer. You get a psychological taste of a place, a time, and a lifestyle whenever you pick up the beer. It’s a powerful influence. Some of our favorite craft breweries produce lifestyle brands too.