Tailgate party, here we come!
It’s always interesting to learn of some of the unique collections people have enshrined in their homes, and in Winnipegger Steve McMahon’s case, it’s a beer thing.
The man has a fascination and passion for hauling home Labatt 50 stuff, plus some pretty terrific sports memorabilia as well.
And having turned 50 this year, he’s been celebrating with a “52 weeks of being 50” social media presentation, sharing pics and stories featuring some of his favourite treasures from his Labatt 50 paraphernalia hoard.
Gotta admit, I found myself wondering why one develops a passion for collecting Labatt 50 stuff, although it’s definitely unique.
Turns out its “uniqueness” is pretty much the reason he became inspired to bond with this brew.
“I’m not a follower, so in my beginning beer drinking years, it was kind of fun favouring an ale that most of my Manitoba friends weren’t very fond of. We spent a lot of time at the family cottage, from which the nearest place to buy beer was Ingolf. So there you could buy a box that was half Labatt Blue and half Labatt 50 Ale, which suited me perfectly. Just one of those things. I’ve been a big fan of it ever since.
“For the past 30 years or so I’ve been acquiring ‘50 stuff’ that appealed to me, placing it into bins for safe keeping, but for some reason was just happy to have it, although I seldom thought about it or looked at it.”
Nevertheless, rest assured that Steve is as invested as a collector can get.
“I became a Montreal Expos fan after seeing the 50 sign on the scoreboard at the Big O. It was always more important than the score itself.” Just for clarity, this “Big O” refers to the Olympic Stadium. Moving along.
Steve tells me it’s actually “very difficult” collecting Labatt 50 stuff in Western Canada. “There never was a real marketing presence in the West which limited, and still does, availability west of the Ontario border.
“Since friends and family living in Ontario found out I collect Labatt 50 stuff, they’ve picked up whatever they find at flea markets and garage sales and thrift shops. When COVID arrived, I had the time to open the bins and remind myself of all that I had. I clearly had to begin displaying my treasures in the newly coined ‘Hall of McFame!’ But how? A donation of some underused shelving units from a friend enabled me to get the display in gear.
“Speaking of enabling, my in-laws went to a Brier in Regina and by chance, sat behind a fellow proudly wearing a Labatt 50 winter jacket. My mother-in-law tried valiantly throughout the day to make a deal with him, but to no avail. My wife and kids didn’t say much when they found out Gramma and Papa were trying to ‘enable’ me.”
OK Steve, even I’m beginning to become a little concerned here. I fear you may be headed for a Dr. Phil episode.
However, the following line shows me you have balance, and are therefore in control. “I also collect, to a lesser extent, some sports stuff that rounds out the ‘east wing’ of the Hall of McFame. Goldeyes, Whips, Jets, Blue Bombers and CFL stuff.”
In fact, Steve has donned some of his Big Blue keepsakes to pump us all up a bit more for tomorrow’s big Blue Bombers/Saskatchewan Roughriders battle, sporting one of his Bomber jerseys, a football signed by Zach Collaros, a blue-and-gold helmet worn at the ground-breaking ceremony for our beautiful new stadium and of course, a Labatt 50! A devout Bomber season ticket holder for several years, Steve and Jackie will be cheering loudly at tomorrow’s game, after Steve perhaps downs a Labatt 50 or two during the beloved pre-game tailgate party!
Bottoms and Bombers up, Steve! Grey Cup here we come!
Comments and column ideas welcome.
lmustard1948@gmail.com
