Carling O'Keefe was a brewing company in Canada that is now part of Molson Coors. The company's origins can be traced to Canadian Breweries, which bought the Carling Brewery in 1930 and the O'Keefe Brewery in 1934. Canadian Breweries purchased numerous other brewers – some to shut down, and some solely for their brands. In 1969, Canadian Breweries was acquired by a subsidiary of Rothmans, which renamed the company as Carling O'Keefe in 1973. The company was sold in 1987, then merged with Molson in 1989.

Predecessors

Carling 1840–1930

In 1840, Thomas Carling began a small brewing operation in London, Upper Canada, selling beer to soldiers at the local military camp. When he died, his sons William and John took over, naming it the W & J Carling Brewing Co. John Carling became a prominent figure in Canadian business and politics; he was knighted in 1893 and died in 1911. The Carling Brewery then changed hands several times. In 1930, the Carling company was merged into the Brewing Corporation of Ontario, founded by E. P. Taylor.

O'Keefe 1862–1934

Eugene O'Keefe, a banker, purchased the Hannath & Hart Brewery in 1862. By 1864, one of his partners had died, while the other (Patrick Cosgrave) left to found his own brewery. The business was renamed O'Keefe and Company. It was the first to produce lager beer in Canada, along with the traditional ale and porter. In 1891, the company was incorporated as O'Keefe Brewing Company Limited. O'Keefe House is the former mansion owned by Eugene O'Keefe in Toronto. It now serves as a residence for Toronto Metropolitan University. The O'Keefe brewery facility was located at Victoria and Gould streets, just east of Yonge Street. It was sold to Ryerson in 1966. The brewery was demolished and used as a parking lot for several decades, and later a Ryerson parking garage was built on-site. The site is now part of the 10 Dundas East mixed-use development, including a movie theatre used as lecture rooms by Ryerson (as part of a deal for air rights over their parking garage), a parking garage and the Ryerson book store. Other O'Keefe buildings on the east side of Victoria were converted for Ryerson's use, including the bottling plant and warehouse (built in 1953) at 122 Bond Street that became home to the School of Image Arts. The main O'Keefe's regional office building (285 Victoria Street, built 1946-48) becoming home to the Faculty of Business in 1967 until they moved into the new Ryerson Business Building (renamed the Ted Rogers School of Management) at Bay & Dundas in 2006. It is presently known as the Victoria Building.

Canadian Breweries 1930–1973

E. P. Taylor began forming Canadian Breweries Limited (CBL) in 1930, beginning with Brading Brewery of Ottawa and Kuntz Brewery of Kitchener. Carling was merged into the-then Brewing Corporation of Ontario later that year. O'Keefe was one of the major targets, but the acquisition was not completed until 1934. Molson would later add US brewer Miller Brewing as a minority partner, then buy out Elders and Miller. In 2005, Molson merged with Coors to form Molson Coors Brewing Company.

Carling brands are currently owned by the Molson Coors Brewing Company. Carling O'Keefe's Toronto location on Carlingview Drive (named for the brewery) is now a Molson brewery.

Sponsorships and sports

O'Keefe, in 1969, was the first television sponsor of the Montreal Expos on CBC and remained affiliated with the team for many years, sponsoring a team MVP award in the early 1970s.

Carling O'Keefe was a major supporter of Langley Speedway, a 3/8th-mile paved stock car oval, in Langley, British Columbia. They often sponsored races and season points championships. For example, Tom Berrow was the 1976 Carling O'Keefe Super Stock Points Champion. Their Company name was painted on the front stretch of the track and was part of the "Winner's Circle" celebration.

In 1974, Carling USA sponsored a NASCAR car driven by Canadian short track driver Earl Ross and owned by former NASCAR driver Junior Johnson in the Winston Cup Series. Over the course of the season, Ross earned four top fives, nine top tens, and a single win at Martinsville Speedway en route to a ninth-place finish in the points standings.

In 1976, Carling O'Keefe became a minority partner in the Toronto Argonauts professional football team and continued to do so until 1991. Carling O'Keefe also held ownership of the NHL's Quebec Nordiques. Both franchises were sold due to the impending merger with Molson. The company, however, maintained promotional interests in both teams. In addition, during the 1980s, Carling O'Keefe was a chief sponsor for the CFL game telecasts on both the CBC and CTV (and, when CTV ceased broadcasting the CFL after 1986, the league-operated Canadian Football Network) networks.

Brands

  • Carling Black Label is the best selling beer in the United Kingdom. The "Mabel, Black Label" was a well-known advertising slogan
  • Carling Premier a stronger version of Carling Black Label, with an alcohol percentage of 4.7%. In cans it is sold with a widget.
  • Red Cap Ale - now produced by Waterloo Brewing Company
  • Old Vienna - now produced by Molson Coors
  • Dominion Ale - now produced by Molson Coors

Licenses

  • Carlsberg and Tuborg - made under license of Carlsberg Brewery
  • Miller High Life - introduced in 1981
  • Foster's Lager - introduced in 1987

Former brands

  • Black Horse Ale (formerly a Dawes brand, a similarly named, but unrelated beer is made for the Nfld/Labrador market by Molson Coors)
  • Dow Ale
  • O'Keefe Ale

References

Bibliography

  • Molson merges with Carling - CBC News: National, Broadcast Date: Jan. 18, 1989; reporter Tom Kennedy
  • Falstaff Brewing — History of Carling
  • University of Western Ontario - Partial essay on the History of Carling
  • Museum London — Carling
  • Glenbow Museum — The Molson Papers