Cameron McMillan recently undertook a tour of Brisbane’s iconic XXXX Brewery despite not drinking beer, offering a distinctive perspective on the popular attraction. The brewery, which has been operating on the same site since 1878, is a landmark of the city and a significant part of Australia’s brewing history.

Situated on Castlemaine Street near Suncorp Stadium, the brewery is easily recognizable by its four large red Xs illuminated at night and the waving figure of Mr Fourex, a mascot dating back to 1924. The building itself, made of orange brick and reminiscent of an old hospital from certain angles, houses both the brewery and an alehouse where tours typically begin.

The XXXX Brewery tour lasts approximately 90 minutes and includes a detailed look at the beer-making process, covering both historical aspects and current production methods. Despite advances in technology, the brewery produces around 170 million litres of beer annually—down from previous decades as overall alcohol consumption declines. The bottling process requires only a small team due to automation, and notably, no bottling takes place on Fridays or Saturdays, an operational change from past practice.

Tour guides bring the brewery’s long history to life with stories from the past, such as a man who regularly took free beer in place of claiming to be a scientist, and how brewery workers were once permitted to drink on the job, including truck drivers waiting to load vehicles. The tour also highlights key historical events, including how Australian pilots kept XXXX beer cold during World War II by flying kegs at altitude and the dramatic 1976 floods when rafts were used to rescue barrels from the flooded site.

The brewery's flagship beers, including the original XXXX Bitter recipe from 1924 and the popular XXXX Gold, remain iconic in Australia. The “XXXX” designation derives from a historical system in which Xs indicated the purity and strength of alcoholic beverages, with four Xs signifying a particularly high-quality beer.

While the brewery caters primarily to beer drinkers, McMillan’s experience as a non-beer drinker illustrates that the tour remains engaging even without alcohol consumption. The alehouse at the end of the tour offers tastings, though alternative options are available. McMillan found the experience convivial, joining other visitors—predominantly North Queensland Cowboys fans attending the nearby NRL Magic Round—in a social setting.

The XXXX Brewery remains a significant cultural and historic site in Brisbane, attracting visitors interested in both its beer and its rich legacy within the Australian brewing landscape.