When the waves you are waiting for don't show up, you need to discover something else to do. Cerveza says that when those waves were not there in the 1970s, surfers in Baja discovered the refreshing taste of Pacifico beer and they have been enjoying it ever since. After a group of surfers climbs a dune and lays on their boards in the smooth, waveless water, they head for an outdoor bar on the beach where they enjoy a drink together in the sunshine.

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“Discover Pacifico.”
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