Tooheys
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Tooheys is an Australian brewery in the suburb of Auburn in Sydney, New South Wales. It brews beers under both the Tooheys and Hahn brand, and it is now part of the multinational Lion Nathan brewing conglomerate.
Tooheys beers have a poor reputation outside New South Wales, particularly in Victoria. In the late 1990s, the company attempted a heavy marketing campaign to try to break the dominance of the Fosters products Carlton Draught and Victoria Bitter in the tap beer market in Melbourne. They purchased a considerable number of inner-city pubs where "market leaders" (often university students) gathered to drink, and converted those pubs to serve Tooheys on tap. Rather than convincing their target market to drink Tooheys, the company lost millions as drinkers deserted those pubs to consume their preferred brews elsewhere. This may be with the intense regionalism associated with various beer brands in Australia, particularly where Tooheys is associated with New South Wales and where a great parochialism towards that state exists in Victoria. This became known locally as the Melbourne Beer War, which began in 1999 and continues to this day (although recently Lion Nathan have shown signs of giving up with the sale of purchased properties or re-lease of owned properties, allowing them to serve non LN drinks).
The Lion Nathan group also sells beer in Australia under the Hahn brand, after brewer Chuck Hahn, and seems to be concentrating its marketing efforts outside New South Wales on this more positively-perceived brand.
Beers
- Tooheys New is a standard lager and the most popular of the Tooheys' beers. It can be found on tap at almost any bar in New South Wales, although it is not so common in other states. It was first brewed in 1930 as Tooheys Draught, and the name was changed in 1998.
- Tooheys Old is a Dark ale, and is supposedly similar to the Tooheys brothers original brew. It is fairly common on tap throughout New South Wales.
- Tooheys Extra Dry is a crisp-tasting dry style lager. It is sold throughout Australia, though only avaiable in bottles (and occasionally cans).
- Tooheys Pils is a pilsner. It was launched in 1998 as part of the effort to enhance the image of Tooheys.
- Tooheys Red is a bitter tasting lager. It has a reputation as an "old man" beer, and is usually priced just below New.
- Tooheys Blue is a low alcohol lager. Although it is still produced, it is extremely rare, having been largely replaced by Hahn Premium Light.
The Hahn range of beers were originally brewed at Hahn Brewery. The production was moved to Auburn with the takeover by Lion Nathan.
- Hahn Premium was launched in 1988. It is a german style lager, with a slightly bitter taste.
- Hahn Premium Light is the largest selling low alcohol beer in Australia.