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.
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.
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 R.