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XXXX (pronounced four-ex) is a brand of beers brewed in Milton, Brisbane by Queensland brewers, Castlemaine Perkins. It enjoys wide popularity in the state of Queensland and is commonly found on-tap in most Queensland pubs and bars.
History
The XXXX brand was launched in 1924 by then Castlemaine Brewers, later merged to form Castlemaine Perkins. 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
Naming
XXXX's name, first introduced in 1924, 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.
XXXX's varieties of beers are commonly known in Queensland by their sub-brand designation. For example, XXXX Gold can be ordered by simply asking for "Gold" or XXXX Bitter as "Bitter". Within Australia, the two main varieties are XXXX Bitter (Lager) and XXXX Gold (Lager). Also available are 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.
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. XXXX is substantially less popular in Australia outside of Queensland. In other parts of the world, such as the UK, it competes with Fosters.
The most widely known outside of Australia is XXXX Export Lager. It contains 4.8% alcohol by volume (ABV) which amounts to 1.4 standard drinks. It is described as bland but palatable (with a distinct bitter aftertaste).
XXXX Gold was first sold in 1991 and is now the third most popular beer in Australia.
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. His origins are the subject of some confusion.
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 (throw backs), on tap (in most Queensland pubs but also to a lesser extent throughout the rest of Australia) and all bottles have twist top lids.
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. Prior labels had steam engines and diesels when those locomotives were more regularly seen in Brisbane.
XXXX is also the major sponsor of many sporting Events and Clubs, Including the Queensland Maroons in the State of Origin
External links
"XXXX"