In March of 1896 the following commentary appeared in the wonderfully titled Dublin newspaper The Illustrograph:
THE STOUT LABEL QUESTION
DURING the past few months the magnificent Dublin firm of stout brewers are considered to have tarnished their reputation in Ireland by enacting a business rule to the effect that any licensed liquor trader may use the official Guinness's Extra Stout label supplied by the Company conditionally that such trader will enter into agreement with the Company not to sell the bottling stout of any Dublin or other brewer. This is the sum total of the agreement. The trader may sell porter of any other brewer as drawn from the cask and supplied by the glass or the tankard, but no bottled stout, except that bearing the label of Messrs, Guinness will be allowed to be vended under this arbitrary agreement.
Now there exists in Dublin, as is the case in Burton-on-Trent, though not to the same extent, several other large brewers besides the largest and most popular one, but the great English brewery town of Burton, which is as equally noted for its Ales as Dublin is for its Stout, enjoys the distinction over Dublin of having the ale brews of its hundred and one other breweries (other than the great leviathan) extensively and fairly patronised by the English people, more so than the other Dublin brewers are patronised by the Irish people.
This was not always so, for rather more than a quarter of a century ago honours, so to speak, were more evenly divided, nor were Messrs. Guinness the chief or largest stout brewers.
Neither is the reason for the present unique (not to say monopolising) position of the great James's Gate Brewery due to superior quality of its manufacture, because the brews of several rival breweries in the Irish capital are considered by experts to be equally as good. On another page of this issue of the ILLUSTROGRAPH will be found the extra or double stout labels as issued by the five other Dublin brewers (Jameson, Pim and Co., Watkins and Co., Mountjoy Brewery Co., Ltd., Phoenix Brewery Co., and D’Arcy and Son) and one Cork brewer (Messrs. Jas. J. Murphy and Co., Limited) outside the Guinness pale, and also an edict issued to the public at large bearing on the monopoly and injustice likely to accrue if it should happen that Messrs. Guinness and Co.'s new Irish plan of campaign be universally adopted.
To this manifesto and the facsimile of labels (except in colour), we direct the attention of our readers, whom we would advise, without any animus against but with a keen appreciation of the great House of Guinness, to try the extra stout bottlings of these six other brewers. This may be easily effected by those in authority over households ordering direct of the respective breweries or their agents, whose names will be supplied on application to the brewers mentioned. A comparison can then be made, and the writer for one has no fear of the result.
"Live and let live" and "Free Trade" are prevailing mottos at this the latter portion of the nineteenth century, and most certainly an exclusive policy like that of Messrs. Guinness and Co. would have been more befittingly bestowed, according to history and tradition, at the commencement rather than the close of enlightened nineteenth century.
This appears to be a damning (if clunkily written*) indictment of a new policy by the Guinness brewery to force those who choose to use the Guinness label to only bottle their stout porter and no other. These days this might be dismissed by many with a shrug and a comment about Guinness just being Guinness but it appears that at the time the other breweries in the city were rather incensed by this behaviour to the point where they issued what could be seen as a full page proclamation under the title 'Protest of the Dublin brewing Trade Against the New Guinness Label' where they called out Guinness on what the claimed to be its attempt to establish a monopoly under the guise of wishing to stop adulteration, plus the mislabelling of others' product as their own. This was a new direction for the brewery to take in Ireland, but it had been previously done across the sea in Britain so it wasn't a new direction for Guinness to take.
The other Dublin brewers were not protesting against the use of a label by Guinness in itself, and the company had used labels prior to this period anyway, but rather the conditions mentioned above where those who were supplied with Guinness stout and labels could stock and sell no other bottled stout. The protest and commentary was carried in many newspapers and other sources at the time and it certainly sounds as if this was a turning point in the somewhat convivial if wary relations between Guinness and the other Dublin breweries - although within a little over half a century it wouldn't matter, as Guinness would be the last brewery left standing - literally.
That whole controversy is a subject for a bigger write-up but of interest to Irish brewing history are the copies of the labels used by those other breweries for their stout porter, plus the stray Cork one, which have been enhanced as much as possible and shown here. These appear to have been copies made by the newspaper of the actual labels in some cases given the quality and use of writing on a few but nevertheless some are labels which may not have seen the light of day in well over a hundred years. We have seen a couple of them on here before, notably the Watkins and D'Arcy ones, but here they all now are for posterity - or as much as that can be so in pixels and clouds.
Darcy's Dublin Extra Stout label showing their anchor trademark
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Jameson's XXX Stout stamped with the word 'Invalid's' showing their trademark of a three-masted ship at sail and a write-up of its seemingly excellent attributes by Charles Cameron
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Phoenix Porter Brewery Dublin Stout showing their phoenix trademark
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Mountjoy Brewery's Dublin Stout with the words Extra Double and their three castles trademark
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Watkins's Extra Stout Dublin showing the shamrock trademark of the brewery
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J.J. Murphy & Co. Cork XX Stout with their trademark of a ship at full sail between two towers
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These beers may be long gone but at least some part of them remains, plus there are a few homebrewers who attempt to replicate them - if on modern brew systems. Below is one last image from the same source showing a bottle with the Phoenix label above but overprinted with the word 'Extra' - the bottle might be of interest to any family-brewer-based television series producers who wish to set their show in or around that era!
Liam K
*I know, I know - Pot and kettle indeed!
Please note, all written content and the research involved in publishing it here is my own unless otherwise stated and cannot be reproduced elsewhere without permission, full credit to its sources, and a link back to this post. Newspaper research was thanks to The British Newspaper Archive, who have kindly let me share the above images from The Illustrograph (Dublin) from the 1st of March 1869. DO NOT STEAL THIS CONTENT!
