Courage ‘1770 Old Colonial Ale’ Poster
$24.00 – $85.00
Courage Beer attempted to break the stranglehold Carlton & United had on the beer market in Victoria with its launch on 10 October 1968. Despite introducing a range of brands and an eventual take-over by Tooths in 1978, Courage was unsuccessful. This was in large part because of the system of ‘tied pubs’ which meant CUB controlled much of the distribution chain.
Until the 1980s, beer drinkers in Australia were fiercely parochial. If you were in Victoria, you drank one of Carlton & United’s beers. If you were in New South Wales, it was Resch’s, Tooths or Tooheys. In Queensland, XXXX. And so on. Victorians might grudgingly admit that Boag’s from Tassie wasn’t a bad drop, but in pubs the offerings were generally restricted to Victoria Bitter, Fosters and Carlton Draught.
The first Courage beer was a lager not radically different from the CUB products. It was launched with great fanfare and Victorian drinkers rushed to try it. Many pubs ran out. However, the initial enthusiasm didn’t last. CUB fought back, accused of using dirty tricks. Before long, a rumour began to circulate that Courage gave you diarrhoea. Gradually, drinkers returned to their old CUB favourites.
The launch of Courage Beer was also a brave move in a market where the brewery giant owned so many of the pubs. This gave the company leverage with hotel operators who risked not having their leases renewed if they sold competitive products.
Courage persisted for ten years, making a loss in every year but one. They introduced new products including 1770 Old Colonial Ale.
William Hatherell (1855 – 1928) the artist who illustrated Droving Sheep seen in this poster was born in London and studied at the British Royal Academy School 1877–9. He exhibited at the Royal Academy and Royal Watercolour Society from 1879, showing portraits, genre and illustrations. He worked for Cassell’s, who sent him to Australia as one of the main artists for Picturesque Australia.
This is a fantastic Australian brewery poster to compliment any wall. These prints
are highly collectable and a refreshing way to bring colour and verve onto any wall.
Our high quality art prints come professionally printed on art paper stock which
allows for a vivid image with exceptional colour vibrance and print quality. You will
not be disappointed with the quality and workmanship. We have an extensive
collection of brewery photographic and poster art and if you require something not
displayed on our site do not hesitate to contact us to see if we have it, you may be
We are adding new product and product types everyday. This piece comes in
multiple sizes for your convenience.
Shipping and Packing
Our products are delivered with a tissue wrap and rolled into a secured tube or
envelope (sandwiched between cardboard stiffeners to eliminate damage). Our
postage costs are for Australian customers only, for international sales please
contact us prior to purchase to arrange a quote for delivery. We ship via Australia
Post for all our art prints. Private courier can be arranged by request.
Only logged in customers who have purchased this product may leave a review.