Classic Art-Deco Labatt Brewery Truck: A Timeless Icon

🍻Brewed Icons - The history of innovation often leads us to stories that blend creativity, engineering, and resilience. One of the most unique examples of this is the Labatt Streamliner, a striking and futuristic delivery vehicle that doubled as a moving advertisement. Born out of necessity during a time of strict advertising restrictions, the Streamliner is not just a vehicle—it’s a symbol of ingenuity and timeless design. Its creation and eventual preservation tell a remarkable story of vision, artistry, and dedication.

When a sip of beer evokes a taste of history, the Labatt Streamliner—created out of necessity during a time of strict advertising restrictions—comes to mind, designed by Count Alexis de Sakhnoffsky, a Russian-born automotive designer. (Picture from: Forum.AACA.org)

After Ontario’s Prohibition ended in 1927, the Labatt Brewing Company faced a unique challenge. Despite the legalization of alcohol, advertising beer in traditional media was still prohibited. Instead of being stymied by these restrictions, Labatt found a groundbreaking solution. They envisioned a fleet of delivery trucks that would serve as mobile advertisements, combining practical beer transport with stunning visual appeal.

The Labatt Streamliner’s cab-over-engine tractor featured a beautifully curvaceous shape, with the rear sweeping down in a steep, unbroken line to fully skirted dual wheels, and one restored 1947 model still exists, owned by Labatt Brewing Co. (Picture from: SimanaItIsSays)

To realize this ambitious idea, Labatt enlisted Count Alexis de Sakhnoffsky, a Russian-born designer renowned for his expertise in automotive and industrial design. In 1935, de Sakhnoffsky created the first generation of the Labatt Streamliner. The bodywork of each Streamliner was fabricated by Smith Bros. of Toronto, with aluminum sheathing tacked to a wooden superstructure. Beneath this were a White Motor powerplant and Fruehauf drop frame chassis.

The Labatt Streamliner’s first model from 1937 featured rather conventional cabs, with the exception of the distinctive running boards and fender skirts, which added a unique touch to its design. (Picture from: SimanaItIsSays)

Beyond its aesthetic appeal, the Streamliner was a technical marvel. Powered by a 6.3-liter six-cylinder engine, it could carry up to 8.5 tonnes of beer and reach speeds of 80 km/h, outperforming the average trucks of the era. It was also one of the first Canadian vehicles to feature advanced safety innovations, such as air brakes and a fifth-wheel anti-jackknifing system. These features highlighted Labatt’s commitment to combining style with functionality.

One of the Labatt Streamliner’s second-generation models won a prestigious design award at the 1939 New York World’s Fair, highlighting its innovative and forward-thinking design. (Picture from: SimanaItIsSays)

These vehicles were revolutionary in appearance and function, featuring smooth, aerodynamic lines that were unprecedented for trucks of the time. Vibrant red paint, accented with genuine gold-leaf lettering, made the Streamliner stand out on the road, turning heads wherever it went.

The trailer of a Labatt’s Streamliner enclosed a volume of approximately 825 cu. ft. or 8 1/2 tons of beer. (Picture from: SimanaItIsSays)

The Labatt Streamliner wasn’t just about beer delivery—it also reflected the company’s focus on community engagement. Labatt trained its drivers to act as Good Samaritans on the road, assisting stranded motorists with tasks like changing tires or handling minor accidents. This “Highway Courtesy Program” earned the company widespread goodwill, making the Streamliner not only a marketing tool but also a symbol of kindness and service.

The Labatt Streamliner’s fourth model from 1947, the last of de Sakhnoffsky’s designs, was the most flamboyant of all the Streamliners, featuring bold and striking aesthetics; one of these models has since been expertly restored and continues to make appearances on the show circuit. (Picture from: Richard Spiegelman on Flickr)

Total 18 units of the Streamliner ever crafted, and evolved through several iterations, with the most iconic being the 1947 model. This version featured bold curves of Art-deco style, fully skirted wheels, and a signature dorsal fin, embodying the height of mid-century automotive design. However, by the mid-1950s, the era of the Streamliner came to an end. Advances in logistics and advertising rendered the vehicles less practical. Their limited cargo space, side-opening doors, and high production costs were no longer viable in a changing industry. By 1955, the Streamliners were retired, fading into obscurity.

The Labatt Streamliner’s fourth model from 1947 was restored by Joe Scott, a retired president of White Truck Sales in London, Ontario, with the help of his brother, Bob Scott, and financial support from Labatt Brewing Company. (Picture from: Richard Spiegelman on Flickr)

That obscurity, however, did not last forever. In 1977, Joe Scott, a retired president of White Truck Sales in London, Ontario, decided to preserve this unique piece of Canadian history. With financial support from Labatt Brewing Company and the help of his brother, Bob Scott, Joe began the painstaking process of restoring a 1947 Streamliner. The restoration effort was monumental. While six trailers were located in Ontario, they were in poor condition, including one that had been repurposed as a construction site office.

The Labatt Streamliner’s fourth model from 1947, the last of de Sakhnoffsky’s designs, was the most flamboyant of all the Streamliners, featuring bold and striking aesthetics; one of these models has since been expertly restored and continues to make appearances on the show circuit. (Picture from: Richard Spiegelman on Flickr)

The tractor portion of the vehicle posed an even greater challenge—it was missing entirely. Undeterred, the Scott brothers used vintage photographs and technical blueprints to recreate the tractor cab with precision. They sourced aluminum sheets from England and applied traditional metal-shaping techniques to ensure the restoration stayed true to the original design. After years of dedication and meticulous craftsmanship, the project was finally completed in 1983, bringing the 1947 Labatt Streamliner back to life.

The Labatt Streamliner’s legacy was further cemented in 1996 when it was prominently featured on a Canadian postage stamp, celebrating its historical significance and lasting impact on Canadian culture. (Picture from: PostageStampGuide)

The restored Streamliner became an instant icon once more. It made appearances at fairs, exhibitions, and public events, where it was celebrated as a piece of Canada’s industrial and cultural heritage. In 1996, its legacy was further cemented when it was featured on a Canadian postage stamp. To this day, the restored Streamliner serves as a roving ambassador for Labatt, delighting audiences with its retro charm and its horn, which amusingly plays the tune “How Dry I Am.”

The Labatt Streamliner’s story is a testament to the power of creativity and determination. What began as a clever solution to advertising restrictions evolved into a timeless symbol of innovation. Its restoration completion in 1983 ensured that this piece of Canadian history would continue to inspire future generations. From its early days as a stylish delivery truck to its current role as a celebrated artifact, the Labatt Streamliner remains a shining example of how imagination and dedication can leave an enduring legacy. *** [EKA | FROM VARIOUS SOURCES | TIMESCOLONIST | SIMANAITISSAYS | FORUM.AACA.ORG | WEIRDWHELLS | HOTTEST MACINES ON FACEBOOK | POSTAGESTAMPGUIDE | WIKIPEDIA ]

Note: This blog  can be accessed via your smart phone