What Is XXXX Beer And What Makes It Unique?
One of Australia's most popular beers, XXXX ("four-ex"), has existed since 1878, and while it has no formal connection to the double-X Mexican brew, Dos Equis, like the cartoons attest, more Xs on the bottle were a mark of the booze's strength and quality. Originally a 3X recipient, the brewing company was christened XXXX a few years after it got its fourth X. A rival once even tried to one-up the popular brand by marketing a XXXXX beer. The fact that the name looks like a censored expletive makes it a rich area for marketing, where taglines such as "giving a XXXX" are ubiquitous.
Despite its significant visibility, XXXX beer remains firmly local. The brand is available exclusively in Australia, with XXXX Gold being one of the country's most-consumed beers. Other brews under the brand include the original XXXX Bitter lager, the newer XXXX Dry, three summer lagers well-suited for beer spritzes, and the non-alcoholic XXXX Zero.
The company has reinforced its community-focused character by supporting local sports teams, running marketing campaigns based on local area codes, and even leasing an island off the coast of Queensland! Funnily enough, Castlemaine Perkins, the brewing company that makes XXXX beer, is owned by the Japanese company Kirin. However, that hasn't shaken its attachment to Queensland, and you'll have to make your way to the land down under if you want to sample it (or make do with XXXX beer alternatives).
XXXX beer has a colorful history but remains proudly local
The beer was born in Castlemaine, Victoria, where brothers Nicholas and Edward Fitzgerald began their brewing business. The two soon moved base to Brisbane, Queensland, and repurposed an old distillery into Castlemaine Brewery, which continues to be the home of XXXX beer. Even today, a can of XXXX beer sports the Castlemaine Brewery name — a tip of the hat to the town where it all started.
During World War II, the beer was shipped to North Africa and Asia to quench the thirst of troops who needed a taste of home. XXXX beer also saw action during the Vietnam War, where it was fondly referred to as "barbed wire" because of the visual resemblance to its label. (Fun fact: American troops were supplied with condoms that were also named XXXX (or "Fourex") at the same time as their Aussie counterparts were enjoying XXXX beer. The two, however, have no connection except for the shared name.)
Despite being available in the U.K. for several years as part of AB InBev's vast roster of beers, XXXX is now exclusive to Australia, with the company's website stating, "Yep, we keep our best brew just for the Aussies." Self-proclaimed the "Pride of Queensland," the beer has been associated with the state's rugby team, the Maroons, since 1991 and even had a marketing campaign where the Xs on cans were replaced with numbers to reflect various Queensland postcodes.
There was once an XXXX Island
A marketing campaign with local postal codes is one thing, but XXXX beer at one time also took over an entire island off the Queensland coast as part of a promotional competition. XXXX Island was like a sunny, beachy beer commercial brought to life and, fittingly, even featured in the company's beer commercials. XXXX hosted a competition that gave people a chance to win a stay on the island. One could even go online and suggest upgrades and additions to the island, which other XXXX fans voted on.
Pumpkin Island, as it was originally called (and has since reverted back to this name), was known as XXXX Island from 2012 to 2015. During that time, the beer company hosted thousands of competition winners who were ferried to and fro from the island on a boat named "The Schooner," which is local slang for a large beer glass but also refers to an old-fashioned vessel. The entire campaign's success is unclear since leasing an island isn't cheap, but it did make for memorable publicity. It has also given the company the bragging rights to call itself the "first beer brand to get its very own slice of paradise on the gorgeous Southern Great Barrier Reef."