“Sad Hour.”

And it truly was a sad hour to learn that David passed away last week at the tender age of 46. He was the backbone of our campaign that encouraged harried Mainlanders to set aside tireless striving to reconnect with the things that matter most: family, friends and the natural world. And he was the heart as well — working with Brutus to ensure every script authentically embodied the true spirit of aloha.

The campaign ran for over a decade helping to grow Kona from a local craft beer to a major player in the market. But even after the campaign ran its course, we stayed in touch, communicating often and even visiting. We were thrilled to follow the launch of David’s TV and movie career, including a role in this summer’s smash, Lilo & Stitch.

All of which just makes this moment sadder.

A hui hou, David Hekili Kenui Bell. Until we meet again. Mahalo for all your important work. But also for reminding us that work is not the most important thing.