Beer

Do the right thing – drink XXXX. In the desperation of the depression of the 1930’s, the advertising implored Queenslanders to “Do the right thing and drink beer” – XXXX Bitter Ale to be precise.

The reasoning was you could be a good Queenslander and help banish unemployment by spending your money where you earned it.

The ad implied that every beer you drank provided work for fellow Queenslanders because so many other industries would benefit: the barley growers on the Darling Downs and sugar growers in Central Queensland, for example.

Then there were truck drivers who hauled the malt and sugar cane, brewery staff, coopers, caterers, bottlers, bottle-top makers, sawmills, case makers, printers, mechanics and foresters.

Mr XXXXM a local icon has been going since the mid 1920’s and helped created the motto of “XXXX, the popular beer” that until Bundy came along, held the dominant market share of the beer market.

Mr XXXX has not aged but the image has over the years gained a boater hat and in the 80’s came to prominence by way of a massive neon sign on the Milton Road Brewery (Even winked at you).

Having never been a beer drinker myself, as a Queenslander you would not have been caught dead with anything other than XXXX and Bundy in your home or icebox.

Castlemaine Perkins Brewery from the depression built an empire of loyal publicans who ran without leases or tied product arrangements. Many pub deals that lasted decades were done over a beer and a handshake. Of course, Alan Bond changed all that and drove away loyal ale merchants, publicans and general public alike.

Today, the brewery at Milton is a very slick affair with minimum staff and maximum automation.

As Mr XXXX would say, “Do the right thing”. To rent buy or sell, Peter Campbell Realty, the popular choice for local real estate.

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Peter Campbell - 0418 774 663