Category Archives: Newfoundland Brewery

Cabot Came Too Soon… for India Beer

More digging through old Atlantic Advocates today has yielded another gem of an advertisement! This old India Beer advert, from 1959, has to be one of my favorite. Note the label is like the one on the timeline, giving us a little more confidence that the diagonal India label was around for most of the 1950’s (that’s the bottle label, not the head stock one). I especially love the slogan “What Newfoundlanders Make, Makes Newfoundlanders,” which would be a great slogan for a contemporary craft brewery.

India Beer advert by Newfoundland Brewery Limited, from The Atlantic Advocate, June, 1959.

Just a note: I’m guessing this was in the June issue due to Cabot’s landfall in Newfoundland somewhere near June 24, 1497. This would have been just in time for the “Cabot 462” celebration!

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The Atlantic Advocate

I was looking through some old copies of The Atlantic Advocate today and I found some great old advertisements. First, the one I was looking for, is this 1966 advert for the Newfoundland Brewery. Note the stubby bottles and the Molson Canadian beer. This was after the Molson takeover of 1962.

Newfoundland Brewery Advert from The Atlantic Advocate, September 1966 (page 57)

Close up of the 1966 India Pale Ale bottle.

Close up of the 1966 India Beer bottle.

Note that the label on the main page is older than the more contemporary looking version in this advert, which helps with the dating of the label and the more contemporary looking bottle.

More surprising to me was the cover of the June 1958 issue, which features a rainbow over Newfoundland as a “symbol of Newfoundland’s hopes in the Tenth Year of Confederation.” I have no evidence, only speculation, that this has something to do with Rainbow beer. Wouldn’t that be interesting?

The Cover of the June 1958 Atlantic Advocate

The Atlantic Advocate featured content from all of the Atlantic provinces and I found two other pretty interesting beer advertisements from Nova Scotia in the issues I was looking through. The first is this nice Moosehead (who are still independent) advert from the back of the 1958 issue of the Advocate.

A Cape Breton themed Moosehead Advertisement

The other was this much more provocative (read: sexist) advert for Oland’s export. Oland also made a Schooner Lager and is now caught up in the whole Labatt and Alexander Keith branding under Anheuser–Busch InBev. Either way, this advert is pretty visually stunning.

A racy advert for Nova Scotia's Oland's Export, The Atlantic Advocate, September 1966 (page 26)

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Overview: Newfoundland Brewery

Newfoundland Brewery Limited (1893-1962)

Location: Elizabeth Ave and Rennie’s River.

Brands: India Beer, India Pale Ale, and Irish Cream Porter.

What Happened: Taken over by Molson (1786-2005) Coors (1873-2005) Brewing Company (2005, USA/Canada).

India Pale Ale - 1954

India Pale Ale label circa 1954

India Beer - 1954

India Beer Label circa 1954

Irish Cream Porter - 1952

Irish Cream Porter label circa 1952

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Filed under History, India Beer, Newfoundland Brewery