For the Love of Beer
|Manufacturer||Tooheys – Lion Nathan|
|Alcohol by volume||4.6%|
It can be found on tap at almost any bar in New South Wales, it is currently gaining popularity in Queensland, although it is not so common in other states. It was first brewed in 1930. It was marketed in cans and bottles as Tooheys Draught, however this was changed to Tooheys New in 1998 for consistency. Currently Tooheys New is official sponsor of the New South Wales Rugby Union's club competition (the Tooheys New Cup), is the official beer of the Wallabies and sponsors the Melbourne Cup. Through 2006, it was also naming sponsor of the Australian section of the Super 14 Rugby Competition, but was replaced by Investec Bank after their sponsorship contract expired.
In the mid-1970s the beer was successfully promoted with a jingle 'I feel like a Tooheys or two', one of the more successful campaigns in Australian advertising. The jingle's ubiquitous presence registered such that when school children were tested and asked to complete the following: ‘I feel like…’ For the vast majority there was only one right answer: ‘A Tooheys’. The jingle also made an impression on touring rocker David Bowie who sang it during the encore of his final Australian concert in 1978.
In September 2008, Tooheys came out with a low-carbohydrate beer product called Tooheys New White Stag. It is a full strength beer with the claim of "only one third of the carbs of standard full strength beers". The name has be re-used from Tooheys Stag lager released in 1930. Toohey's advertising blurb claims that New is equivalent to the old Stag lager.
- Doing very nicely, thanks Jan – Books – www.smh.com.au
- http://www.newint.org/issue135/kids.htm – New Internationalist, May 1984
- http://bowiedownunder.com/lowheroes/9.html – Bowie Downunder
- http://lion-nathan.com/Files/Media-Releases/Australian-Brand-Releases/2008/080922%20TN%20White%20Stag%20MR.pdf TOOHEYS LAUNCHES NEW LOW-CARB BEER: TOOHEYS NEW WHITE STAG – Lion Nathan media release, 22 September 2008
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