Tooheys New

Lore & Background

Tooheys New was first brewed in 1931 and marketed as Tooheys New Special. In the 1970s, the beer began being marketed as Tooheys New Special Draught when sold in cans and bottles, later shortened to Tooheys Draught, while tap beer was still sold as Tooheys New. In 1998, the company decided to sell the beer under one name across all modes as Tooheys New.

In the mid-1970s the beer was successfully promoted with a jingle 'I feel like a Tooheys or two', one of the more successful campaigns in Australian advertising. The jingle's ubiquitous presence registered such that when school children were tested and asked to complete the following: 'I feel like…' For the vast majority there was only one right answer: 'A Tooheys'. The jingle also made an impression on touring rocker David Bowie who sang it during the encore of his final Australian concert in 1978. Around 2008/09, Tooheys New began a marketing campaign to have only 5 ingredients: malt, hops, barley, yeast and sugar, to break away from previous brew with many additives. In 2023, the brand revived its iconic 'I feel like a Tooheys or two' advertising campaign as a part of an update to packaging and branding.

Reader's Guide

Tooheys New holds a significant place in New South Wales culture as the state's traditional number one beer. Its sponsorship of the New South Wales rugby league team in the annual State of Origin series, with the Tooheys New logo appearing on the Blues' sleeves, cements its connection to the most popular sport in the state. The brand also sponsors many Country Rugby League competitions and is available at almost every rugby league venue in New South Wales. Beyond rugby league, Tooheys New was the official sponsor of the New South Wales Rugby Union's club competition (the Tooheys New Cup), the official beer of the Wallabies, and a sponsor of the Melbourne Cup. Through 2006, it was naming sponsor of the Australian section of the Super 14 Rugby Competition. The brand also sponsored VFL clubs St Kilda and Sydney in the 1980s in an effort to nationalise the brand in southern and western states. The 2023 revival of its iconic jingle and updated packaging demonstrate the enduring legacy of the brand's marketing history.

Did You Know?

• Tooheys New was first brewed in 1931 and originally marketed as Tooheys New Special.
• David Bowie sang the 'I feel like a Tooheys or two' jingle during the encore of his final Australian concert in 1978.
• Tooheys New White Stag, a low-carb beer released in September 2008, claims only one third of the carbs of standard full strength beers.