XXXX (pronounced four-X) is a brand of beers brewed in Milton, Brisbane by Queensland brewers, Castlemaine Perkins. A brand is a collection of Images and ideas representing an economic producer more specifically it refers to the descriptive verbal attributes and concrete symbols such as a Brewing is the production of Alcoholic beverage and Alcohol fuel through fermentation. Milton is an inner suburb of Brisbane, Australia, located approximately two kilometres west of Brisbane's Central business district. Brisbane ( is the state capital of Queensland. Brisbane is the third most populous city in Australia and the most populous city of Queensland Queensland is a state of Australia, occupying the north-eastern corner of the mainland continent Castlemaine Perkins is a Brewery located in Milton, Brisbane, Australia. It enjoys wide popularity in the state of Queensland and is commonly found on-tap in most Queensland pubs and bars.
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History
The XXXX brand was launched in 1924 by then Castlemaine Brewers; named after the town of Castlemaine, Victoria where the company was born in 1857, the famous yellow and red label still bares this towns name. XXXX has been brewed in the Castlemaine Perkins Milton Brewery since its introduction and from the start has featured an artist's sketch (later very stylised) of this brewery on the label. In the 1950s the prominent 'XXXX' illuminated sign was erected on the brewery.
Brand names
The XXXX's brand was first introduced in 1924 and is a throwback to the long standing tradition of using Xs to indicate the strength of an ale. The brand name also built upon XXX Sparkling Ale introduced in 1878. The brand is used on the XXXX Bitter, XXXX Gold, XXXX Draught/Original Draught, XXXX Light Bitter (Lager), XXXX DL (Diet Lager) and Sovereign (Lager).
Previously sold beers, currently not available, include Thirsty Dog (Wheat Beer) and XXX Sparkling Ale which is only sold at the XXXX alehouse next to the brewery.
XXXX Bitter
XXXX Bitter is a pale lager marketed under the brand XXXX. Pale lager is a very pale to golden -coloured Beer with a well attenuated body and noble hop bitterness [1]
XXXX Gold
XXXX Gold is a mid strength lager - 3. Lager (storage camp bearing etc is the more popular of two main types of Beer; the other being Ale. 5% ABV. Alcohol by volume (abbreviated as abv or ABV) is a standard measure of how much alcohol ( Ethanol) is contained in an Alcoholic beverage X
Distribution and brand loyalty
XXXX is the most widely available beer throughout most of Queensland, although many other beers, such as Victoria Bitter and Tooheys are popular. Victoria Bitter, or VB as it is commonly called has the highest market share of all Beer sold in Australia, both on tap and packaged Tooheys is an Australian Brewery in the suburb of Lidcombe, in Sydney, New South Wales. XXXX is substantially less popular in parts of Australia other than Queensland. (A common joke is "Why do Queenslanders call it 'XXXX'? Because they can't spell 'beer'. ") In North Queensland, XXXX Bitter, on tap, is becoming less common (2007). The parent company, Lion Nathan, has largely replaced the brand with Toohey's New, but XXXX Gold is still available.
The most widely known outside of Australia is XXXX Export Lager. It contains 4. 8% alcohol by volume (ABV) which amounts to 1. In Chemistry, an alcohol is any Organic compound in which a Hydroxyl group ( - O[[hydrogen H]]) is bound to a Carbon 4 standard drinks. A standard drink is a notional drink containing amongst other components a specified amount of alcohol.
XXXX is brewed under licence in the UK by Inbev Ltd, and is commonly available in cans in British off licences. For the proposed merged company see Proposed merger of Anheuser-Busch and InBev. It can also sometimes be found on tap in British pubs, although it is much less widely available than Foster's (which is found in many UK pubs). At 4% alcohol, the British brewed XXXX is somewhat weaker than most of the Australian variants.
Iconography, advertising and brand recognition
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 and is to be re-introduced into advertising in the near future for the first time since 1967. The term mascot – defined as a term for any person animal or object thought to bring Luck – colloquially includes anything used to represent a group with a common A boater (also basher, skimmer, katie, or Sennit hat) is a kind of hat associated with sailing and boating Mr Fourex is thought to be modeled after a gentleman by the name of Paddy Fitzgerald. However, Mr Fourex may have been around long before Paddy became a force at the brewery. 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. Fortitude Valley, also known simply as The Valley is a suburb of central Brisbane, Australia immediately north-east of the CBD. The true identity for the inspiration behind the cartoon remains a mystery. [2]
The second major campaign was launched in the early 1980s in the North Queensland area after the general manager of 'XXXX' Pat Holmboe at the time heard of the locally famous Clinton Howe, a council road worker, being able to consume a very 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 day s of T. V. advertising following government pressure.
A popular advertisement campaign from the early 1990s featured the tagline "Australians wouldn't give a XXXX for anything else. "
Most beers under the XXXX label are sold in Australia as 375 ml cans (tinnies), 375 ml bottles (stubbies), 750 ml bottles (tallies or long necks) and 250 ml bottles (throwdown), on tap (in most Queensland pubs but also to a lesser extent throughout the rest of Australia) and all bottles have twist top lids. The litre or liter (see spelling differences) is a unit of Volume. Underneath the twist top lids there are trivia questions.
XXXX is unique amongst Australian beers in that it is still being served from wooden barrels at the Breakfast Creek Hotel in Newstead, Queensland. Newstead is a riverside suburb of the city of Brisbane, Queensland, Australia. Whilst not cask-conditioned, as in the case of British real ale, the beer is nevertheless unpasteurised and delivered by gravity and is described as having a fresher and smoother taste than the regular 'keg' variety. Cask ale or cask-conditioned beer is the term for unfiltered and unpasteurised Beer which is conditioned (including Secondary fermentation
XXXX's labels generally feature a depiction of the Milton Brewery alongside the Ipswich railway line, presently with a Citytrain EMU in the foreground with the existing extensive railway fencing omitted. The Ipswich railway line is an Suburban railway line extending 30 Citytrain is the brand name of urban suburban and inter-urban electric passenger railway services in South East Queensland, Australia. History These were the first EMUs in Queensland entering revenue service when the Brisbane rail network was electrified in 1979 Prior labels had steam engines and diesels when those locomotives were more regularly seen in Brisbane.
XXXX is the major sponsor of many sporting events and clubs, including the Queensland Maroons in the State of Origin. The Queensland State of Origin team is a Rugby league team representing the state of Queensland that plays in Australia's annual three-match State of Origin State of Origin is an annual best-of-three series of Rugby league matches between the Maroons, representing the state of Queensland, and the Blues XXXX Gold is also a sponsor of the QLD Bulls and the QLD, SA, ACT & NT Cricket Associations. The Queensland Bulls are the Brisbane -based Queensland representative Cricket team in Australia's domestic cricket tournaments Sheffield [3]
On September 27, 2006, XXXX launched the sponsorship of the XXXX Gold Beach Cricket Tri-Nations 2007 series. Events 489 - Odoacer attacks Theodoric at the Battle of Verona and is defeated again Year 2006 ( MMVI) was a Common year starting on Sunday of the Gregorian calendar. XXXX Gold Beach Cricket Tri-Nations series is a four-round Beach cricket competition created and sponsored by Australian beer brand XXXX. The series ran from January - February 2007. The series involved cricketing legends from Australia such as Allan Border, England including Graham Gooch and West Indies including Courtney Walsh and Sir Viv Richards. For a topic outline on this subject see List of basic Australia topics. Allan Robert Border, AO (born 27 July 1955 is a former Australian Cricket captain England is a Country which is part of the United Kingdom. Its inhabitants account for more than 83% of the total UK population whilst its mainland Graham Alan Gooch, OBE (born July 23 1953) is a former Cricketer who captained Essex and England. The Caribbean (ˌkærəˡbiən kæ'rəbiən Cariben|Caraïben or Caraïben; Caraïbe or more commonly Antilles; Caribe is a Region consisting Courtney Andrew Walsh (born October 30, 1962 in Kingston, Jamaica) is a former international Cricketer ( fast bowler Sir Isaac Vivian Alexander Richards, KNH, (born St John's, Antigua on 7 March 1952 is a former West Indian Cricketer. [4]
References
- ^ welcome
- ^ Tabloid_2.indd
- ^ XXXX Gold info - Lion Nathan website, 9 October 2007
- ^ Test stars' spin on beach cricket - The Australian, 27 Sept 2006
External links
- Official Website
- XXXX Gold Beach Cricket Official site
- History
- The Aussie Beer Baron
- Australian Beers Page
- XXXX served 'off the Wood'
- Interbrew UK Ltd., distributer of XXXX in the UK (using imported Australian hops)
- h2g2 XXXX Edited Guide Entry
- Bars with XXXX Beer on Tap in Australia
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