Labatt Brewing Company Limited was founded by John Kinder Labatt in 1847 in London, Ontario (my mothers home town). Today it’s no longer a Canadian owned company but still very much part of Canadian life.

For this weeks post I wanted to show off some of the vintage advertising from it’s beginning days to the 1960’s when Labatt’s was still a Canadian brand. So please join me on this adventure down beer advertising lane.

Labatts London Ale Vintage Beer Advertising — Source: Wikipedia

The Vintage Advertising of a Canadian Beer Brand-Labatt’s

Cool Vintage Labatt Beer History (Source):

In 1847 the company produced 1,000 bottles of beer in its first year. Today, Labatt is a proud member of the global Anheuser-Busch InBev family and brews a total of about 10 million hectolitres annually – the equivalent of more than 350 million bottles of beer to customers across Canada.

1919 Labatt Beer vintage advertising — 1919 Ad. Source: Tavern Trove

In 1876, Canada’s first prime minister, Sir John A. Macdonald proposed a “national policy” to protect domestic manufacturers from foreign competition. It was the same year that Labatt took on the competition at the World’s Fair in Philadelphia and proved that not all Canadian manufacturers needed protection: The fair attracted brewers from all over the world – but when the judging was done, Labatt had bested them all, when its India Pale Ale won the gold.

Vintage John Labatt Ale & Stout advertisement from the 1970's. — Source: Strategy

1932 Labatt received a powerful and instantly recognizable identity when its bright, bold red, aerodynamicly designed streamliner trucks first appeared.

1930s Vintage Truck: Labatt's Brewing Company 1939 tractor trailer beer delivery truck — Source: Pinterest

Labatt's delivery truck vintage truck as seen at Expo 86 in Vancouver, BC.

When the Second World War broke out, Labatt stepped in and supplied “cold comfort” to soldiers fighting in Europe, North Africa and East Asia. They did the same during the Korean War, when Labatt sent its Anniversary Ale – which was subsequently renamed “50” (to celebrate it’s 50’s anniversary under the leadership of the grandson’s John S. and Hugh Labatt) – to the Canadian troops who were fighting for the United Nations.

1950s Vintage Ad for Labatt's 50 Pale Ale Beer featuring an illustration of men and women sailing. — Source: Brookston Beer Bulletin

1946- In the immediate aftermath of World War II, Labatt develops a program to train amputee veterans to be drivers; the instructor is Fred Hamilton, a World War I amputee.

1940s vintage photo: Labatt's brewing amputation driver training program 1946 — Source: UWO.ca

Now it’s time for more vintage beer advertising!

1950s /1960s vintage ad for Labatts 50 Ale Beer featuring an illustration of people — Source: Pinterest

1934 Print Ad. “Labatt’s India Pale Ale – When you serve Ale to people who know see that it’s brewed in the old country tradtion:.

Labatt's 1934 vintage beer ad — Source: UWO.ca

Bottom’s Up! “Easy-Going ’50’ Ale”

Labatts 50 Ale Beer vintage alcohol advertising — Source: Retro Metal Signs

1954-“For an UnBEARable thirst, there is only one cure…Labatt’s Pilsener.”

1950s Vintage Ad: Labatt's Pilsener Beer John Labatt Ltd. London Ontario Canada

1954. “It’s lighter than Ale, it’s drier than lager”.

1950s vintage ad for Labatt's Pilsener Beer (1954) — Source: Tavern Trove

1955. “Mmmm! So Light!”

1950s Vintage Ad for Labatt Pilsener Beer from 1955. — Source: Tavern Trove

1958 “Friendly” Beer & Backyard Party.

1950s vintage ad for a 1958 Labatt's Beer advertisement featuring beer for your backyard BBQ. — Source: Brookston Beer Bulletin

Meet Me at the Fair! Expo 67 in Montreal Canada.

1960s vintage ad for Labatt Beer at expo 67 — Source: Expolounge

This last image is not an ad, but it was just so cool I had to share.

In the early 1940s, Labatt employees put together an official company songbook, which included the anthem “Glorious Beer” (Source). The below image is from 1942.

If any of my readers have heard this song, please share in the comments below I’m very curious to know what the words were. Thanks!

Labatt Beer Songbook Vintage Advertising 1940s — Source: UWO.ca

And that my friends is just a “taste” of Labatt’s Brewery so I hope you had fun learning a bit about this beer. If you are interested in learning more, please visit UWO’s full timeline website on this brand. It’s quite well done and very interesting. You can see it HERE.

Question time: What was favourite Ad (or image)? Have you heard of Labatt’s beer? Fan? Not a Fan? Share in the comments below!

Further Reading:

Liz

The History of Lindy Hop

It begins in the African American communities of Harlem, New York during the late 1920s in conjunction with swing jazz. Lindy Hop is closely related to earlier African American vernacular dances but quickly gained its own fame through dancers in films, performances, competitions, and professional dance troupes. It became especially popular in the 1930s with the upsurge of aerials. The popularity of Lindy Hop declined after World War II, and it converted to other forms of dancing, but it never disappeared during the decades between the 1940s and the 1980s until European and American dancers revived it starting from the beginning of the 1980s (Source).

NOTE: For a much more detailed and excellent read on this dance, please check out Yehoodi’s-Lindy Hop: Its Origins, Innovators, and Legacy