Query: Exes and XXXX

[Damien Hall]

Dear Sheryl

The other American Dialect Society list contributions to answering your question
about the origin of the X's (which you should have received) have said much more
about that origin than I can say.  But I thought you might find some anecdotal
evidence useful.

There's an Australian beer called Castlemaine XXXX (pronounced 'fourex') that is
also widely sold in the UK, which is how I know about it.  The beer's website is

http://www.xxxx.com.au

There's nothing on the history there, but another website

http://www.lion-nathan.com.au/our+companies/beer/australia/castlemaine+perkins/cas+history.htm

did turn up the following about the history of the name.  They too say that the
X's relate to 'the strength and quality of the brew', and further relate them
to the Christian cross because the original brewers were monks.  So the
implication of this website (which seems to be that of the company that owns
Castlemaine XXXX) is that alcoholic drinks could bear any number of X's,
depending on their strength and quality.

'1878

The first brew produced in the Castlemaine Milton Brewery was made to the same
formula as the Castlemaine Brewery in Victoria. It was called Castlemaine XXX
Sparkling Ale and was ready for sale on Friday 13 September. The then "Brisbane
 Courier" described the brew as a "delicious ale of the brightest amber,
pleasant to taste, with a peculiarity of flavour not easily described and an
aroma of an appetising nature by itself".
The X's date back to medieval times when brewing was confined mainly to
monasteries. The monks used X (the sign of the cross) as a standard symbol of
quality for alcoholic beverages. The number of X's represented the strength and
quality of the brew.'

There's then the following, under 1894:

'The famous "XXXX" trademark was applied for. The Trade Mark showed an eagle
carrying a barrel with XXXX written on it.

Castlemaine XXXX Sparkling Ale was introduced and although it was well received,
it was plagued with brewing problems causing huge wastage and expense.'

The text about the change from XXX to XXXX doesn't mention a corresponding
increase in strength of the beer, but the implication of the system is that
there should have been one.

Damien Hall
University of Pennsylvania