Castlemaine XXXX's mascot is Mr Fourex - a jovial cartoon man in a suit with a boater hat, who features on the City side of the Fourex Brewery at Milton and is to be re-introduced into advertising in the near future for the first time since 1967.
The true identity for the inspiration behind the cartoon remains a mystery.[1] [2] Mr Fourex is sometimes said to be modelled after Paddy Fitzgerald, a former director of the company, however Mr Fourex had been conceived in 1924, and Fitzgerald started with XXXX only in circa 1933.[3] A second theory is that the cartoon is modelled on a well-known dwarf who sold newspapers in the inner city suburb of Fortitude Valley in the late 1920s.