Source: Liberty, May 1960.
Based on these ad campaigns for two of Labatt’s top-selling brews in 1960, we surmise that 50 was targeted to men who indulged in a healthy round of log rolling/jumping or other potentially fatal tomfoolery while downing a few stubbies, while IPA was intended for the alpha male who wanted no distractions, apart from watching his favourite sport, while indulging in his favourite beverage.
India Pale Ale was one of the company’s oldest brands, having won awards in North American brewing competitions as far back as 1876. Labatt 50 arrived on the scene in 1950 to celebrate the fiftieth anniversary of the corporate stewardship of John S. and Hugh Labatt. The brew was Labatt’s best-seller until Blue overtook it in the late 1970s. Though it never regained the sales crown, 50 later developed a reputation as a cheap brew for hipsters to knock back.
What better place for happy young Toronto drinkers to sing the praises of their favourite beer in 1971 than the recently opened Ontario Place?