Iconic Swan Draught sign finally returns to The Raffles Hotel after 20-year hiatus
In a literal sign of the surging popularity of the WA beer, the iconic Swan billboard has returned to The Raffles Hotel in Applecross after a 20-year hiatus.
On August 15 the neon-lit Swan Draught sign is set to be switched on, replacing the one promoting Asahi, the Japanese brewing giant and rival of Swan Brewery’s parent company Kirin.
Massive signs advertising Swan Gold and Swan Draught were a familiar sight overlooking the Swan River for decades before east coast interloper Crown Lager took over the space two decades ago.
Fabricated locally by Inside Edge International and Project Neon, the 8.3m by 5.4m sign has a special backing plate designed to make the Swan logo with the black swan on top stand out during the day or night.
The decision to reinstate Swan was made in partnership between Australian Venue Co., which owns The Raffles Hotel, and Lion, the Kirin-owned subsidiary that distributes the WA beer.
The Swan brand has made a stunning resurgence in recent years.
Camera IconFlying the flag for WA beer: the Swan Draught sign has a special backing plate designed to make the logo with the black swan on top stand out during the day or night. Credit: Daniel Wilkins/The West Australian
Nearly 10 million pints of Swan Draught are poured in WA each year, with the popular lager first brewed in 1857 available at more than 800 venues across the State.
Last year, Lion announced the return to WA pubs of mid-strength lager Swan Gold, which had not been brewed since 2003.
All Swan keg beer is currently brewed at Little Creatures in Fremantle.
Camera IconThe Raffles Hotel in 2015 with the Asahi sign, which has been replaced with a billboard promoting Swan Draught. Credit: Simon Santi/The West AustralianCamera IconBeer lovers will be filled with nostalgia due to the news Swan Draught will again adorn the roof of The Raffles Hotel in Applecross. Credit: Daniel Wilkins/The West Australian
WA field sales director for Lion, Danny Connolly, said Swan and The Raffles Hotel are both “iconic institutions”.
“The return of the Swan sign to The Raffles is a momentous occasion that not only celebrates our shared heritage but also reaffirms our commitment to the WA community,” he said.
Raffles Hotel venue manager Simone Rea described the return of Swan as “nostalgic”.
The return of the Swan sign to The Raffles is a momentous occasion.
Originally called the Canning Bridge Hotel, the heritage-listed pub poured its first beer in 1896.
The distinctive art deco facade was added in 1937 when the building was renamed after the famous Raffles Hotel in Singapore.
Camera IconThe Raffles Hotel in 2000 with a big sign advertising Swan Gold. Credit: Megan Powell/The West Australian
Two years ago, AVC acquired The Raffles, along with The Royal on the Waterfront in East Perth, from Colonial Leisure Group in exchange for Melbourne pubs The Vincent and O’Connell’s.
AVC venues across WA will offer $8 pints of Swan Draught from August 15 to the end of September.
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