I can’t help but reminisce about the iconic Watney’s Party Seven; it was one of the beer products we sold in our family-owned off-licence (Botley Wine Stores, 115 Botley Road, Oxford) back in the early 1970s. This behemoth of a beer can was a staple of British social gatherings in the 1960s and 70s. It’s a product that evokes both fond memories and grimaces from those who remember its distinctive taste. Let’s take a trip down memory lane and explore the fascinating history of this peculiar British beer phenomenon.
The Birth of a Beer Legend
Watney’s Party Seven burst onto the scene on 21 October 1968[2]. It was the brainchild of Watney, Combe & Reid, a London brewery that had been in operation since 1837[3]. The concept was simple yet revolutionary: a massive seven-pint can of beer designed for sharing at 1970s parties. It was a time when Britain was embracing a more casual approach to socialising, and the Party Seven fit right into this new ethos.
The marketing strategy behind Party Seven was brilliant in its simplicity. Watney recognised that young adults were increasingly hosting parties at home, and they wanted to capitalise on this trend. The Party Seven was positioned as the ultimate party accessory – a convenient, cost-effective way to keep a crowd of friends lubricated throughout the evening.
Marketing the Party Seven
Watney’s marketing department went all out to promote their new product. They created a buzz around the Party Seven, presenting it as the must-have item for any gathering. The advertising emphasised the social aspect, with slogans that encouraged sharing and conviviality.
One of the clever marketing ploys was the introduction of the Sparklets beer tap, designed specifically for the Party Seven[2]. For 59 shillings and 9 pence (59/6d, about £40 in today’s money), customers could purchase this tap and receive a voucher for a free Party Seven. This increased sales and solved one of the product’s main issues – how to pour it without making a mess.
A Cultural Phenomenon
The Party Seven quickly became a cultural icon. It was more than just a beer; it was a symbol of the times. In the 1970s, it became an integral part of young working-class adult culture[2]. The sight of someone arriving at a party with a Party Seven under their arm was a guarantee of entry and popularity.
I remember selling Party Sevens to groups of mates who had pooled their money to buy a can for weekend gatherings. It was a ritual, a rite of passage almost, to struggle with opening the can (often requiring a screwdriver and hammer) and then share the spoils with friends.
The Competition
While Party Seven dominated the market, it wasn’t without competitors. Other breweries tried to jump on the bandwagon with their own large-format offerings. However, none achieved the same level of recognition or success as the Party Seven. It had become synonymous with party drinking, much like Hoover became the generic term for vacuum cleaners.
The Decline
Despite its initial success, the Party Seven’s reign was relatively short-lived. By the late 1970s and early 1980s, drinking habits were changing. The rise of individual cans and bottles, along with the increasing popularity of wine, began to erode the Party Seven’s market share.
Moreover, the beer itself was not universally loved. Many described it as having a metallic taste, and the quality could be inconsistent. The journalist Jim White once described it as tasting “as if it had been brewed in a vat that had previously contained industrial effluent”[4]. Ouch!
The introduction of the ring-pull can was perhaps the final nail in the coffin for the Party Seven. Suddenly, the convenience factor that had been one of its main selling points was no longer unique.
Looking Back from 2024
From our vantage point in 2024, Watney’s Party Seven is viewed with a mixture of nostalgia and bemusement. For those not around during its heyday, it’s hard to imagine lugging around a seven-pint can of beer to a party. Yet, for many, it represents a simpler time, when sharing a drink with friends was the height of social interaction.
Interestingly, Party Seven has experienced something of a revival in recent years. In 2020, Nick Whitehurst, co-founder of the Watneys Beer Company, decided to bring back the Party Seven[1]. This new incarnation is a far cry from its predecessor. It’s filled with craft beer and comes with an easy-access tap, addressing two of the main criticisms of the original.
This revival speaks to a broader trend of nostalgia in consumer goods. Just as we’ve seen the return of vinyl records and Polaroid cameras, there’s a market for products that remind us of the past while incorporating modern improvements.
The Legacy of Party Seven
The Watney’s Party Seven, despite its relatively brief period of popularity, left an indelible mark on British drinking culture. It represented a shift in how people socialised and consumed alcohol. It was a product of its time, reflecting the changing social norms of the 1960s and 70s.
Today, the Party Seven is remembered more for its cultural significance than for the quality of its contents. It’s a conversation starter, a source of amusing anecdotes for those who experienced it first-hand. The struggles with opening the can, the inevitable spillages, and the communal aspect of sharing from one large container are all part of its enduring legacy.
Final Thoughts
I can’t help but feel a twinge of nostalgia for a product that I experienced in its original form. The Watney’s Party Seven represents a unique moment in British social history. It was more than just a large can of beer; it was a social lubricant, a party starter, and for many, a fond (if slightly hazy) memory.
While we may look back and chuckle at the idea of wrestling with a seven-pint can of questionable beer, we should also appreciate what it represented. The Party Seven was about sharing, about coming together, about making the most of good times with friends. In our current age of craft beers and artisanal spirits, there’s something to be said for that simple, unpretentious approach to socialising.
So, here’s to Watney’s Party Seven – may its memory live on, even if most of us are quite happy to leave the taste in the past!
References and Further Reading
[1] https://metalpackager.com/2021/01/metalpackager-com-watneys-party7/
[2] https://www.europeanmalt.com/2020/10/14/2020-european-malt-company-celebrates-30-years-plus-the-return-of-the-infamous-watneys-party-seven/
[3] https://www.morningadvertiser.co.uk/Article/2019/06/19/Watneys-beer-company-The-vast-majority-of-drinkers-buy-brands-over-beer
[4] https://www.telegraph.co.uk/food-and-drink/features/watneys-party-seven-could-drunk-absolutely-no-clue-beer-like/ NB: This link is live and worth reading. 15 December 2024.
[5] https://www.thedrinksbusiness.com/2019/06/historic-brewery-name-watneys-gets-rebirth-as-owners-seek-40000-through-crowdfunding/
[6] https://boakandbailey.com/2019/01/watneys-red-barrel-how-bad-could-it-have-been/
[7] https://letslookagain.com/2014/11/watneys-red-barrel/
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