XXXX (beer)
XXXX, pronounced "Four-Ex," is more than just a beer in Queensland; it's a cultural icon, deeply woven into the fabric of Australian pub life and sporting events. This beloved golden lager carries a surprising history, from its intriguing name steeped in brewing tradition to its unforgettable marketing campaigns. Join us as we uncover the story behind the famous yellow-and-red label, and discover what makes XXXX a true Queensland legend. The 'XXXX' in the brand's name is a nod to a centuries-old system for grading beer strength, indicating a strong ale. XXXX is deeply intertwined with Queensland's identity, especially through its pervasive presence in pubs and its iconic sports sponsorships. From a mysterious mascot to a private island, XXXX's marketing history is as colorful and adventurous as the Australian outback.
AI Summary
XXXX, pronounced "Four-Ex," is more than just a beer in Queensland; it's a cultural icon, deeply woven into the fabric of Australian pub life and sporting events. This beloved golden lager carries a surprising history, from its intriguing name steeped in brewing tradition to its unforgettable marketing campaigns. Join us as we uncover the story behind the famous yellow-and-red label, and discover what makes XXXX a true Queensland legend.
- The 'XXXX' in the brand's name is a nod to a centuries-old system for grading beer strength, indicating a strong ale.
- XXXX is deeply intertwined with Queensland's identity, especially through its pervasive presence in pubs and its iconic sports sponsorships.
- From a mysterious mascot to a private island, XXXX's marketing history is as colorful and adventurous as the Australian outback.
XXXX: A Queensland Icon
In Australia, particularly in the sunny state of Queensland, the name XXXX—pronounced "Four-Ex"—is practically synonymous with beer. This iconic lager, brewed by Castlemaine Perkins in Milton, Brisbane, has earned a special place in the hearts of locals. You'll find it on tap in almost every pub and bar, a testament to its enduring popularity.
The Crafting of Castlemaine
The story of XXXX begins not just with a beer, but with a legacy. In 1878, two brothers, Nicholas and Edward Fitzgerald, left Castlemaine, Victoria, and acquired a distillery in Brisbane. This new venture, Castlemaine Brewing, initially focused on producing an amber brew they called 'XXX Sparkling Ale'.
Building on this early success, the distinctive 'XXXX' brand name itself was first introduced in 1893. This wasn't a whimsical choice; it’s a nod to a long-standing tradition where brewers would use a series of 'X's to indicate the strength of their ales, with more 'X's signifying a stronger brew.
Then, in 1924, Castlemaine formally launched its flagship product, 'XXXX Bitter,' accompanied by the debut of its jovial cartoon mascot, Mr. Fourex. Just four years later, in 1928, Castlemaine Brewing expanded by acquiring the Perkins brewing company, officially becoming Castlemaine Perkins.
Corporate Evolution and Ownership
Like many historic brands, XXXX has seen its share of corporate evolution. In 1980, Castlemaine Perkins merged with Tooheys to form Castlemaine Tooheys, before being acquired by Alan Bond's Bond Corp in 1985. Later, in 1992, it became part of the Australian beverage giant Lion Nathan.
The brand's journey continued when, in 2009, Lion Nathan itself was acquired by the Japanese beverage conglomerate Kirin. This brought XXXX under international ownership while ensuring its deep-rooted Queensland identity remained firmly in place.
A Spectrum of Brews
While many beers are brewed under the XXXX label, the most common varieties are sold across Australia in familiar formats: 375ml cans, known as 'tinnies,' 375ml bottles, or 'stubbies,' and larger 750ml bottles, affectionately called 'tallies' or 'long necks.' Interestingly, the small, easy-to-hold 'stubby' bottle was a Castlemaine Perkins innovation from the 1950s.
Most XXXX bottles feature convenient twist-top lids, often hiding a fun trivia question underneath for drinkers to ponder. The most widely recognized varieties include XXXX Bitter (a 4.4% ABV Australian lager often called 'XXXX Heavy'), XXXX Gold (a 3.5% ABV mid-strength, lower-carb lager), and XXXX Summer Bright Lager (a 4.0% ABV low-carb option).
Beyond these, the brand has introduced modern twists like XXXX Ultra, a zero-carb lager, and XXXX Ginger, an alcoholic ginger beer. For those seeking a taste of tradition, the XXXX Alehouse and Restaurant at the Milton brewery occasionally offers limited releases of older, discontinued beers.
More uniquely, at Brisbane’s historic Breakfast Creek Hotel, you can still enjoy XXXX served directly from wooden barrels. This unpasteurized, gravity-fed beer offers a distinctive experience, harkening back to older brewing practices and a bygone era.
The Enigmatic Mascot and Iconic Imagery
Central to the XXXX brand identity is its jovial mascot, Mr. Fourex—a cartoon gentleman in a suit and boater hat who grins from the side of the Milton Brewery. Conceived in 1924, his true inspiration remains a charming mystery. While some say he's modeled after Paddy Fitzgerald, an early director, another theory suggests he was inspired by a well-known dwarf newspaper seller from inner-city Brisbane in the late 1920s.
The brand's pervasive presence in Australian culture even earned it a unique nickname during military service: "Barbed Wire." This moniker, shared among Australian soldiers and their Allied guests, came from the distinctive 'XXXX' lettering, which resembled the ubiquitous fencing found throughout the Australian outback.
The labels on XXXX bottles and cans offer a miniature history lesson, consistently depicting the Milton Brewery beside the Ipswich railway line. While modern labels show a Queensland Rail EMU train in the foreground, older designs featured steam engines and diesels, reflecting the locomotives that were once a more common sight in Brisbane, adding a touch of nostalgic charm.
Memorable Marketing Moments
Not all of XXXX's marketing efforts went smoothly. In the early 1980s, a campaign in North Queensland featured local council worker Clinton Howe, known for his ability to consume large quantities of beer quickly. The advertisements, depicting him drinking about 3 liters in a minute, were pulled from television almost immediately due to immense government pressure, proving some promotions are simply too much for public consumption.
Conversely, a widely successful advertising campaign from the 1980s and 90s featured the unforgettable tagline, "Australians wouldn't give a XXXX for anything else." This clever play on words cemented the brand's place in the national consciousness, becoming an iconic phrase still recognized today.
XXXX has even permeated popular culture beyond its home country, appearing in the imaginative world of Terry Pratchett. In his Discworld series of fantasy novels, an Australian-like continent is playfully named 'XXXX,' pronounced "fourecks," a clear nod to the iconic beer.
Fueling Queensland Sports
Few brands are as synonymous with Australian sports, particularly in Queensland, as XXXX. It proudly serves as the major sponsor of the Queensland Maroons in the fiercely competitive State of Origin rugby league series, a true institution in Australian sport.
Beyond rugby, XXXX Gold extends its sponsorship to the Queensland Bulls cricket team and various state cricket associations. It also supports the Australian V8 Supercars Championship Series and the Professional Bull Riders' Australian branch, showcasing its deep commitment to a wide array of sporting cultures.
The brand's innovative spirit extended to unique events, such as the XXXX Gold Beach Cricket Tri-Nations series in 2007. This lighthearted competition brought together cricketing legends from Australia, England, and the West Indies—stars like Allan Border, Graham Gooch, Courtney Walsh, and Sir Viv Richards—to play cricket on sun-drenched beaches, blending sport with the ultimate holiday vibe.
Perhaps the most audacious marketing stunt was the creation of 'XXXX Island.' From 2012 to 2015, XXXX Gold leased the entire 15-acre Pumpkin Island on the Southern Great Barrier Reef, transforming it into an exclusive promotional paradise. This private island retreat became the backdrop for advertising campaigns and special events, cementing XXXX's reputation for adventurous and unforgettable promotions.
A Retreat from Global Shores
XXXX once enjoyed a presence far beyond Australian shores, brewed under license in the UK by InBev Ltd until 2009. It was a common sight in British off-licenses and sometimes found on tap in pubs across the country. However, the British-brewed version, at 3.7% ABV, was notably weaker than its Australian counterparts, and it was eventually withdrawn from the UK market when the licensing agreement expired.
Article
XXXX (beer)
XXXX (pronounced four-ex) is a brand of Australian beer brewed in Milton, Brisbane, by Queensland brewers Castlemaine Perkins, now a division of the Japanese company Kirin. It enjoys wide popularity in the Australian state of Queensland, where it is commonly found on-tap in pubs and bars.
The XXXX brand was introduced by Castlemaine in 1924, and is a throwback to the long-standing tradition of using Xs to indicate the strength of an ale. The brand name is also built upon XXX Sparkling Ale introduced in 1878.
Beers
XXXX (beer)
Can of XXXX Bitter Ale
• XXXX Bitter, a 4.4% ABV Australian lager marketed under the brand XXXX. When ordering in Queensland, it is often referred to as XXXX Heavy. • XXXX Gold, a mid strength lager – 3.5% ABV. XXXX Gold is also a lower carb beer. • XXXX Summer Bright Lager, a full strength 4.0% ABV low carb beer. Summer Bright is also available with lime or mango. • XXXX Ultra, a zero carb lager at 3.8% ABV. • XXXX Ginger, an alcoholic ginger beer at 3.5% ABV.
As well as these, previous beers that are no longer in mass production are occasionally available in small, limited releases at the XXXX Alehouse and Restaurant, located on the same site as the brewery. In the past, these have included:
• Thirsty Dog, a wheat beer popular in the 1990s. • XXXX Draught, a less carbonated version of XXXX Bitter released in the 1970s, intended to replicate the unique taste of a beer from a wooden barrel. • Carbine Stout, a stout brewed from 1915 to 2008, named after the racehorse Carbine from the 1890s. • Castlemaine Best IPA, an India pale ale first brewed in 1918. • In December 2019, the original XXX Sparkling Ale had a limited release in several bars across Brisbane's CBD, including at the Alehouse.
• XXXX Light, a lower alcohol beer at 2.3% ABV. • XXXX DL Lager, a lower carbohydrate beer which was available at 4.4% ABV. • XXXX Gold Australian Pale Ale at 3.5% ABV. • XXXX Dry at 4.2% ABV. • XXXX Zero, an alcohol free lager at 0.0% ABV.
History
XXXX (beer)
In 1878, two brothers, Nicholas and Edward Fitzgerald, moved from Castlemaine, Victoria, to Brisbane, where they bought an old distillery on 13 September, which they called Castlemaine Brewing. They initially produced XXX Sparkling Ale, but in 1893, the brewers introduced a new beer which they called XXXX. The name "XXXX" itself refers to a traditional grading system for strong beer. In 1924, they launched XXXX Bitter together with cartoon character called Mr Fourex, claimed to be based on Paddy Fitzgerald, a former general manager of the brewery.
In 1928, Castlemaine Brewing bought the Perkins brewing company, established by politician and brewer Patrick Perkins, becoming Castlemaine Perkins.
The XXXX sign on the brewery was installed on top of the tower in the 1950s.
From the 1950s, a wider range of beers were produced, including XXXX Lite, Castlemaine 2.2 Bitter, and Castlemaine Special Dry. The company also began to use a smaller bottle to make it easier to hold in one hand, which is now known as the "stubby" and led to the development of the stubby holder.
In 1980, Castlemaine Perkins merged with Tooheys in 1980 to form Castlemaine Tooheys. In 1985, it was bought by Alan Bond's Bond Corp.
In 1988 the seven-metre high neon depiction of Mr Fourex was installed on the side of the brewery.
In 1990, a mid-strength lager XXXX Gold was introduced, which became the best-selling beer in Australia.
In 1992, Castlemaine Perkins was fully acquired by Lion Nathan.
In 1999, part of the old brewery was demolished to enable a new modern brewery to be built. In 2009, Summer Bright Lager was introduced.
In 2009, Lion Nathan was taken over by Japanese beverage conglomerate Kirin.
In March 2016, XXXX Bitter was reduced from 4.6% to 4.4% alcohol by volume (ABV).
Distribution
XXXX (beer)
XXXX was brewed under licence in the UK by InBev Ltd until 2009. It was commonly available in cans in British off licences and sometimes on tap in British pubs. At 3.7% ABV, the British brewed XXXX was somewhat weaker than most of the Australian variants. Castlemaine XXXX was withdrawn from the UK at the end of June 2009 when InBev's licensing agreement expired.
Iconography, advertising and brand recognition
XXXX (beer)
Mr Fourex in a 1920 advertisement
Canned and bottled versions of XXXX's two most popular beers
XXXX's mascot is Mr Fourex - a jovial cartoon man in a suit with a boater hat, who features on the City side of the Fourex Brewery at Milton. Conceived in 1924, he is said to be modelled after Paddy Fitzgerald, a former director of the company who started circa 1933. A second theory is that the cartoon is modelled on a well-known dwarf who sold newspapers in the inner city suburb of Fortitude Valley in the late 1920s. The true identity for the inspiration behind the cartoon remains a mystery.
A common nickname used by the military (Australian, passed along to their Allied guests) was "Barbed Wire," as the XXXX has the appearance of the fence product used in the outback.
The second major campaign was launched in the early 1980s in the North Queensland area after the then general manager of 'XXXX' Pat Holmboe heard of Clinton Howe, a locally well-known council road worker, being able to consume a high quantity of the beer in a short time (approx. 3L in 1 minute or 3/4 gal.). The company was forced to close the campaign within the first few days of T.V. advertising following government pressure.
An advertisement campaign from the 1980s and 1990s featured the tagline "Australians wouldn't give a XXXX for anything else."
Most beers under the XXXX label are sold in Australia as 375ml cans (tinnies), 375ml bottles (stubbies) and 750ml bottles (tallies or long necks), on tap (in most Queensland pubs but also to a lesser extent throughout the rest of Australia) and all bottles have twist top lids. Underneath the twist top lids there are trivia questions.
XXXX is still being served from wooden barrels at the Breakfast Creek Hotel in Newstead, Queensland. Whilst not cask-conditioned, as in the case of British real ale, the beer is unpasteurised and delivered by gravity.
In Terry Pratchett's Discworld series of fantasy novels, an Australian-like continent is named XXXX, pronounced "fourecks".
XXXX's labels generally feature a depiction of the Milton Brewery alongside the Ipswich railway line, presently with a Queensland Rail EMU in the foreground with the existing extensive railway fencing omitted. Prior labels had steam engines and diesels when those locomotives were more regularly seen in Brisbane.
Sports sponsorship campaigns
XXXX Angels at Eastern Creek Raceway, Sydney
XXXX is the major sponsor of the Queensland Maroons in the rugby league State of Origin series. XXXX Gold sponsors the Queensland Bulls and the QLD, SA, ACT and NT cricket associations. XXXX Gold also sponsors the Australian V8 Supercars Championship Series as well as the Professional Bull Riders' (PBR) Australian branch.
XXXX sponsored the XXXX Gold Beach Cricket Tri-Nations 2007 series. It involved cricketers from Australia such as Allan Border, England including Graham Gooch and West Indies including Courtney Walsh and Sir Viv Richards.
From 2012 to 2015, XXXX GOLD had a three-year lease on the 15-acre Pumpkin Island on the Southern Great Barrier Reef, which they turned into XXXX Island to use in advertising and promotional events.