Tooheys is a brand of beer, brewed in New South Wales, Australia and now part of the multinational Lion Nathan brewing conglomerate.
Toohey' mainstream beers are "Toohey's New", a very mild-tasting lager, and "Tooheys Old", a dark ale. The Tooheys brand has been applied to a number of other beers, notably including low-alcohol lagers.
Tooheys beers have a poor reputation outside New South Wales, particularly in Victoria. In the late 1990s, the company attempted a heavy marketing campaign to try to break the dominance of the Fosters products Carlton Draught and Victoria Bitter in the tap beer market in Melbourne. They purchased a considerable number of inner-city pubs where "market leaders" (often university students) gathered to drink, and converted those pubs to serve Tooheys on tap. Rather than convincing their target market to drink Tooheys, the company lost millions as drinkers deserted those pubs to consume their preferred brews elsewhere.
The Lion Nathan group also sells beer in Australia under the Hahn brand, after brewer Chuck Hahn, and seems to be concentrating its marketing efforts outside New South Wales on this more positively-perceived brand.
