Label, Beer

An oval label used on bottles of VC Stout, brewed by the Hawera Brewery Company. The label has a faded pale orange border, with the VC outlined in heavy black and an image of a Victoria Cross in the centre of the V and the C. The Victoria Cross has the phrase ' FOR VALUE ' in curved lettering in its centre. The word ' STOUT ' is in the centre of the label, framed by a navy blue band with white letters. Small black lettering on a tan background forms the lower part of the label. It says ' BREWED AND BOTTLED IN / NEW ZEALAND BY / HAWERA BREWERY CO LTD / HAWERA '.
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The Hawera Brewery Company began producing its range of V.C. Stout and Ale to commemorate Hawera's two Victoria Cross recipients, John Gildroy Grant and Henry John Laurent. The ale and stout were marketed heavily in local newspapers, particularly the Hawera and Normanby Star, and suggested that the beverages would be a restorative tonic for those suffering the effects of influenza! In 1921 the use of the Victoria Cross lettering and image was brought to the attention of Parliament and Prime Minister William Massey by Mr. McCombs from Lyttleton, who felt that the brewery's use of the military term was similar to using Anzac in advertising, which was illegal. Unfortunately for Mr. McComb, and fortunately for the Hawera Brewery Company, Prime Minister Massey decided to not pursue the matter, allowing the use of 'V.C' to continue.
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