Labatt Driver's Cap
Datec. 1950
Dimensions8.5 x 25.5 x 27 cm
Credit LineGift of Labatt Brewing Company Limited, 2010
Object number2010.011.4191
Label TextThis is a Labatt driver’s cap. In 1929, Labatt’s introduced its Roadside Assistance Program, which saw Labatt’s delivery vehicle drivers help motorists in trouble. The program was part of the company’s effort to clean up its bootlegging reputation and show its community spirit. After 1936, Labatt’s drivers drove new trucks, called streamliners. With the company name prominent, these new vehicles communicated legacy and modernity to the regions they serviced. Labatt drivers received bonuses for each stop they made to assist other motorist’s experiencing car problems. Some reported a driver could earn more money stopping and helping people than their salary for the delivery.
NameCap
c. 1880-1910
c. 1960
1999-2000
1914-1918
