Beer Mania: Legendary Aussie breweries and brands
Crack open Beer Mania and enjoy the nostalgic tales of Australian beer brands and culture.
Beer Mania transports readers back to the glory days of Fourex, Reschs and Carlton. A time of Emus, Swans, Sparkling Ales and Boags. Of catchy slogans and Foster’s front man Hoges.
Drink up tasty tales telling a potted history of beer and brewing in this wide brown land.
Ever feel like a Tooheys or two? Or had a hard-earned thirst? Then this one’s made for you.
The personalities – Paul Hogan
The sheer Aussieness of Hoges was always bound to be a winner and Foster’s got to him first, using him for a series of ads in the 1980s that screened in Britain and the United States. Is it really ironic that those Hogan ads were considered a little too ocker for Australia? He was, at least on the streetwise-innocent axis, opposed to Barry McKenzie, though they might have been mates. The posters alone for the Foster’s ads say it all about the sort of Aussie you needed to be – and it seemed to be the sort of Aussie most blokes wanted to be.
The campaigns – Hard-earned thirst
The Victoria Bitter television ads, with their iconic tag ‘Matter of fact, I got it now’ (which kind of overtook the intended slogan ‘For a hard-earned thirst’) and a brilliant voice-over by Australian actor John Meillon, proved one of the most robustly iconic campaigns of all time. They encapsulate so many aspects of the male character and psyche so well and in so many modes they’ve been virtually an art form in themselves. ‘You can get it walkin’, you can get it talkin’, you can get it working a plough . . . matter of fact, I’ve got it now.’
Introduction to Beer Mania
It says something about the popularity of beer down under that Aussies have so many fondly used slang terms for the beverage consumed from tinnies, schooeys, stubbies, middies, pots, pints, half-pints, longnecks, throw-downs . . .
It’s often said Australia is a nation of beer drinkers. That was undoubtedly true 50 years ago, yet consumption figures suggest we haven’t been among the world’s biggest beer-drinking nations for decades. It’s probably more accurate to say we are a nation of beer lovers – lovers, that is, of Australian beer culture in its many forms. That can include catching up with mates after work over an ale in a pub; a chilled-out Sunday arvo spent in a beer garden; knocking the top off a home brew; sampling an exotically named craft beer for the first time; starting a beer can collection; or whatever
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