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As motorists journey along the picturesque road from Melbourne to Warburton, they are greeted by a peculiar sight: a Father Christmas-like figure standing at the roadside, silently toasting passersby. The eye-catching wooden sculpture resides prominently in front of the renowned Sam Knott Hotel (aka Warburton Hotel), nestled in the charming town of Wesburn in Victoria’s Yarra Valley. For more than a century, this iconic artwork has adorned Australia’s pool rooms and pubs, paying homage to an extraordinary character who left an indelible mark on the region.
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The sculpture represents none other than Sam Knott himself—a spirited prospector who arrived in Victoria from England in 1888, just as the state’s gold rush had dwindled. Although the prospecting industry faltered, Sam found employment in various roles, including working at the establishment that now proudly bears his name—the Sam Knott Hotel. According to the current bartender, Sam’s weekly earnings consistently amounted to a solitary pound note, which he faithfully returned to the cash register, effectively settling his drinking tab for the week.
Sam Knott Poster “I allus has wan at eleven”
In 1906, a city-based photographer chanced upon Sam, capturing his enthusiastic presence at the bar. When the photographer remarked on his dedication to imbibing, despite the early hour, Sam humorously retorted, “I allus has wan at eleven.” This offhand remark swiftly gained fame and became entrenched in the annals of both drinking culture and advertising history. Carlton United Breweries promptly embraced the image, along with Sam’s slogan, incorporating them into posters that continue to grace Victoria’s pubs to this day.
Regrettably, Sam never received any compensation for his unwitting role in this enduring marketing campaign. Some even argue that he was misquoted, as it is believed that Sam actually regaled the photographer with the following verse:
“I allus has wan at eleven, It’s a habit that’s got to be done, ‘Cos if I don’t have wan at eleven, I allus have eleven at one.”
While Sam’s purported poetry possesses a certain charm, it is unlikely that he conceived it mid-drink. Nevertheless, his legend persists. Speculation surrounds the idea that he may have originally been Sam Griffin, renamed by the brewery for promotional purposes. A tale that circulates among patrons of the Sam Knott Hotel suggests that Sam’s thirst for libations was nothing short of supernatural. Allegedly, when Sam passed away, his casket was brought inside the hotel, propped up against the bar for a final drink. Some even claim that as his body was laid to rest, Sam mysteriously rose up once again, yearning for yet another sip. It is whispered that a shadowy figure can still be seen leaning against the bar, usually around the bewitching hour of eleven.
As travellers continue their journey along the Melbourne-Warburton route, the captivating wood sculpture of Sam Knott at the Sam Knott Hotel stands as a testament to the enduring allure of a local legend. Visitors and locals alike can revel in the fascinating tale of a man who unwittingly became an icon, forever etched into the fabric of Victoria’s rich history and drinking culture.
