On Thursday 5th September 1968, a total of 15,000 gallons (approximately 56,781 litres) was transported to Fremantle Dock for export. It was the largest export of beer to leave Western Australian shores at that time.
The label on the can reads, "Especially packed for the Channel 7 Edgley Entertainment Centre". The cans pictured were produced for the opening of the Entertainment Centre, which occurred in December 1974.
Rip caps replaced crown seals on bottle packaging at the Swan Brewery in 1968.
The Swan Brewery has its origins in 1857, when the brewery was established by the architect/surveyor Frederick Sherwood. Sherwood ran the brewery for 16 years until his death. After his death the brewery changed hands and in 1879 it was relocated to the foot of Mount Eliza on Mounts Bay Road. Production ceased at that site in 1966 and operations were moved to the Emu Brewery site on Spring Street following a merge with the Emu Brewing Company. In conjunction with its growing export trade, the Swan Brewery acquired hotels in regional Western Australia, through Globe Hotels Ltd in 1963, extending the influence of the Swan brand.
The 1980s saw the Swan Brewery Company increase and expand with a national campaign through television, radio and newspapers, and the establishment of a “A New Bond Brew” with the unveiling of Swan Premium Export Lager in 1985. Swan Premium Export Lager was established after the company acquired rival brewery Castlemaine Tooheys Ltd to compete directly with Victorian competitor Carlton United Breweries.
The Bond airship bearing the Swan Premium brand hovered over the coastline during the 1987 America's Cup race and during other events, such as the 1987 Australia Day event at Ascot racecourse shown here.
He's more discerning, he's more aware of how he would like his lifestyle to be: he's more sophisticated, more upmarket and he wants a beer to suit that lifestyle.
- Swan Premium Export Lager was marketed to, "The new beer drinker in Australia."
This one's made for you
- Swan Premium television advertising slogan, 1983 - 1987
The Bond Corporation vigorously promoted Swan Premium Lager, spending around 16 million dollars to do so. The national campaign featured a series of television advertisements with the song lyric, "You've made it through, this one's made for you." The tune produced by Mojo Advertising was repeated in a number of commercials between 1983 and 1987. The campaign featured heroised 1980s celebrities, including yachtsman Ben Lexcen, comedian Pamela Stevenson and golfer Greg Norman.
Swan Premium Export Lager Advertisement 'Ben Lexcen/America's Cup', circa 1980s. Written & produced by Mojo Australia, founded by Alan Johnston & Alan Morris.
Swan Premium Export Lager advertisement, 'They said you'd never make it,' Pamela Stephenson, circa 1980s. Written & produced by Mojo Australia, founded by Alan Johnston & Alan Morris.
Swan Premium Export Lager advertisement, 'They said you'd never make it.' Greg Norman, circa 1985. Written & produced by Mojo Australia, founded by Alan Johnston & Alan Morris.
Photographs - State Library of Western Australia pictorial collection. Video - Mojo Classics "Swan Lager" via YouTube