Tooheys's Slogans & Taglines

Tooheys is an Australian brewery founded in 1869 by Irish-Australian brothers John and James Toohey in Sydney's Darling Harbour. What began as a modest operation in a converted cordial factory quickly became a New South Wales institution, with their first brew—Tooheys Black Old Ale—winning immediate local affection. The brand's iconic stag logo, adopted in 1902, pays homage to the brothers' favourite pub, the Bald Faced Stag. From the historic Standard Brewery in Surry Hills to its modern home in Lidcombe since 1957, Tooheys has evolved from ales and porters to lagers like the beloved Tooheys New. Its enduring philosophy, captured by the slogan "I Feel Like a Tooheys," celebrates mateship, sport, and the simple joy of kicking back with a cold one. Now part of Lion Nathan under Kirin Holdings, Tooheys remains quintessentially New South Wales, a symbol of Australian brewing heritage and the enduring bond between a state and its beer.