XXXX
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[[Image:XXXX Logo.png|right]]'''XXXX''' (pronounced '''four-X''') is a [[brand]] of [[beers]] [[brewing|brewed]] in [[Milton, Queensland|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 [[pub]]s and bars.
==History==
The XXXX brand was launched in 1924 by then Castlemaine Brewers; named after the town of [[Castlemaine, Victoria]] where the company was born in [[1857]], the famous yellow and red label still bears this town's name. XXXX has been brewed in the Castlemaine Perkins [[Milton, Queensland|Milton]] Brewery since its introduction, and has featured an artist's sketch (later very stylised) of this brewery on the label of beer bottles and cans. In the 1950s the prominent 'XXXX' illuminated sign was erected on the brewery.
==Brand names==
The XXXX's brand was first introduced in 1924 and 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. The brand is used on the ''XXXX Bitter'', ''XXXX Gold'', ''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'' which is only sold at the XXXX alehouse next to the brewery.
===XXXX Bitter===
'''XXXX Bitter''' is a [[pale lager]] marketed under the brand [[XXXX]].<ref>[http://www.xxxxbitter.com.au welcome<!-- Bot generated title -->]</ref>
===XXXX Gold===
'''XXXX Gold''' is a mid strength [[lager]] - 3.5% [[Alcohol by volume|ABV]]. XXXX GOLD is also a lower carb beer.
==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 Gold is growing rapidly outside of Queensland and is now the second largest beer brand in Australia. In North Queensland, XXXX Bitter, on tap, is becoming less common (2007).
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 drink]]s.
XXXX is brewed under licence in the UK by [[Inbev]] Ltd, and is commonly available in cans in British off licences. It can also sometimes be found on tap in British pubs, although it is much less widely available than Foster's (which is found in many UK pubs). At 4% alcohol, the British brewed XXXX is somewhat weaker than most of the Australian variants.
==Iconography, advertising and brand recognition==
[[Image:XXXX Beers.jpg|thumb|Tinned and bottled versions of XXXX's two most popular beers]]
[[Image:Xxxx.jpg|thumb|Advertising sign on Brisbane's Western Freeway]]
XXXX's [[mascot]] is '''Mr Fourex''' - a jovial cartoon man in a suit with a [[boater (hat)|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. Mr Fourex is thought to be modeled after a gentleman by the name of Paddy Fitzgerald. However, '''Mr Fourex''' may have been around long before Paddy became a force at the brewery. A second theory is that the cartoon is modelled on a well-known dwarf who sold newspapers in the inner city suburb of [[Fortitude Valley]] in the late 1920s. The true identity for the inspiration behind the cartoon remains a mystery.<ref>[http://www.nationaltrustqld.org/files/Tabloid_2_v4.pdf Tabloid_2.indd<!-- Bot generated title -->]</ref>
The second major campaign was launched in the early 1980s in the North Queensland area after the general manager of 'XXXX' Pat Holmboe at the time heard of the locally famous Clinton Howe, a council road worker, being able to consume a very high quantity of the beer in a short time (approx. 3L in 1 minute or 3/4 gal.). The company was forced to close the campaign within the first few day s of T.V. advertising following government pressure.
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 [[millilitre|ml]] cans (''tinnies''), 375 ml bottles (''stubbies''), 750 ml bottles (''tallies'' or ''long necks'') and 250 ml bottles (''throwdown''), on tap (in most Queensland pubs but also to a lesser extent throughout the rest of Australia) and all bottles have twist top lids. Underneath the twist top lids there are trivia questions.
XXXX is unique amongst Australian beers in that it is still being served from wooden barrels at the Breakfast Creek Hotel in [[Newstead, Queensland]]. Whilst not cask-conditioned, as in the case of British [[real ale]], the beer is nevertheless unpasteurised and delivered by gravity and is described as having a fresher and smoother taste than the regular 'keg' variety.
<!-- Commented out because image was deleted: [[Image:Xxxxcricket.jpg|thumb|150px|'''XXXX Gold Beach Cricket Tri-Nations 2007''']] -->
XXXX's labels generally feature a depiction of the Milton Brewery alongside the [[Ipswich railway line, Brisbane|Ipswich railway line]], presently with a [[Citytrain]] [[Electric Multiple Unit (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 the major sponsor of many sporting events and clubs, including the [[Queensland Maroons]] in the [[Rugby League State of Origin|State of Origin]]. XXXX Gold is also a sponsor of the [[Queensland Bulls|QLD Bulls]] and the QLD, SA, ACT & NT Cricket Associations.<ref>[http://www.lion-nathan.com/Great-Brands/AUS-Beer/XXXX.aspx XXXX Gold info] - Lion Nathan website, ''9 October 2007''</ref> XXXX Gold also sponsors the Australian V8 Supercars Championship Series.
On [[September 27]] [[2006]], XXXX launched the sponsorship of the '''[[Beach Cricket Tri-Nations series|XXXX Gold Beach Cricket Tri-Nations 2007]]''' series. The series ran from January - February 2007. The series involved cricketing legends from [[Australia]] such as [[Allan Border]], [[England]] including [[Graham Gooch]] and [[West Indies]] including [[Courtney Walsh]] and [[Viv Richards|Sir Viv Richards]].<ref>[http://www.theaustralian.news.com.au/story/0,20867,20483085-2722,00.html Test stars' spin on beach cricket] - [[The Australian]], ''27 Sept 2006''</ref>
==References==
<references/>
== External links ==
* [http://www.xxxx.com.au Official Website]
* [http://www.xxxxgoldbeachcricket.com.au XXXX Gold Beach Cricket Official site]
* [http://pigcountry.orcon.net.nz/xxxx.html History]
* [http://aussiebeerbaron.googlepages.com The Aussie Beer Baron]
* [http://www.australianbeers.com/beers/xxxx/xxxx.htm Australian Beers Page]
* [http://www.breakfastcreekhotel.com/content/?id=17 XXXX served 'off the Wood']
* [http://www.inbev.com/brands/2__6__0__brandsunderlicense.cfm Interbrew UK Ltd., distributer of XXXX in the UK (using imported Australian hops)]
* [http://www.bbc.co.uk/dna/h2g2/A301078 h2g2 XXXX Edited Guide Entry]
* [http://www.yourbars.com.au/beer_type/xxxx-gold/ Bars with XXXX Beer on Tap in Australia]
[[Category:Beer and breweries in Australia]]
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