Labatt Pace Mug
Datec. 1977
Dimensions16.7 x 12.8 cm (6 9/16 x 5 1/16 in.)
Credit LineGift of Ms. Bev Stainton, 2013.
Object number2013.016.006
Label Text40 Years as a John Labatt Limited Employee
Walter Edward Hollowell was born July 1917 in London, Ont. (first generation Canadian). He was employed at Labatt’s Brewery from 1940 (at 23 years old) until 1980. Walter was a civilian Pilot during the Second World War. His primary role, working out of Crumlin Airport, was training navigators who would be going overseas during the war. There is a newspaper article dated Dec. 26, 1942 with a photo of Walter and his trainees.
First employed as a truck driver with Labatt’s, Walter told stories of the driver receiving bonuses for each stop they made to assist other motorist’s experiencing car problems. Apparently a driver could earn more money stopping and helping people than their salary for the delivery.
In 1948 Walter won the National Truck Driving Rodeo. He was awarded an engraved lighter for this achievement. In 1949 Walter was promoted and became part of the Labatt’s sales force. The Sales Office was on the second floor, above the garage on the south east corner of Richmond and Simcoe St. He was assigned several London hotels and had a route in Southwestern Ontario south of the 401 involving towns like Aylmer, Tillsonburg, Courtland, and other small towns with a bar in that area. He was also assigned various legions.
As when he was a truck driver, his job description involved many areas where he would be a goodwill representative for the company.
Hotel Calls
Visiting each hotel was done on a weekly basis. The following activities were some of the responsibilities of a salesman:
a) Beer on tap-this was a salesman primary role. Securing Labatt’s product being sold in each hotel on tap as well as bottled product was a key to a salesman’s success.
b) Calibrating taps – Walter was the most knowledgeable salesperson in the area. He was often called out late at night to go to hotels, some not even in his area, to correct the way beer was flowing from the bar’s taps.
c) Customer Relations – Visiting hotels and buying Labatt’s beverages for customers was part of the job.
d) Signage – Cardboard and neon signs, mirrors, ashtrays, openers, and coasters were “gifts” for hotels provided by the salesmen obviously to visually promote Labatt’s.
Other Responsibilities
a) He annually represented Labatt’s at the London Sportsman’s Dinner.
b) Liqueur Licenses for weddings and parties. Walter would be given the names of customers and fill out the required license for the event.
c) Delivering by car and cooling beer for functions
d) Sponsoring Events – Prizes for tournaments, such as plaques, engraved mugs, and sport bags were donated.
e) Christmas Cards – Annually about 400 or more Labatt’s Christmas Cards were signed and addressed by hand.
f) Labatt’s Blue Invitational Pace 1972-90 – Walter initiated the Labatt’s Blue Invitational Pace which was held at Western Fair Raceway.
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