Pics from the past | Tarax Bar: From herbal brew to iconic flavours

By Geoff Allemand

Jun 21, 2024

Andrew Lambros and Brian Margossis at the Tarax Bar. Photo by Audrey Ash

Soft drink brand Tarax began in the Goulburn Valley in 1898.

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George Pethard Snr (1855-1929), an English-born store man based in Numurkah, started a business selling a herbal soft drink described as a ‘non-alcoholic beer’ made without yeast, known as Taraxale.

The name Tarax was derived from Taraxacum officinale, the Latin name for the dandelion.

“Taraxacum juice was often prescribed by numerous physicians as a natural diuretic. Patients experiencing water retention and associated discomforts were advised to take a daily dose of the juice to promote urination and reduce edema. The dandelion’s natural properties help in flushing out excess fluids from the body.” (Sydney Morning Herald, 1931)

George Pethhard Jr (1885-1961) joined his father’s business in 1898 and moved to Bendigo in 1902, establishing the business behind ‘Taraxville’, his home in the suburb of Golden Square. The business was expanded between the world wars, with Tarax Bars being established throughout Victoria.

In the 1940s, the company shifted its focus to carbonated soft drinks. This change in direction proved pivotal, as it coincided with a post-war boom in the popularity of soft drinks across Australia. Tarax’s early innovations included various flavours that quickly won over consumers, such as Tarax cola, lemonade, creaming soda and its signature drink, Tarax Black Label.

Shepparton’s Tarax Bar opened in 1935 and was located on the south-west corner of the intersection of Wyndham and Fryers Sts. It was a well-known meeting spot for young and old in the 1940s and ’50s. It was the 26th Tarax Bar to open in Australia in the space of four years. Andrew Lambros operated the business from around 1942 to 1967 when he retired.

Temperance and General, a Victorian-based life insurance company, owned the building.

The Tarax Bar sold mostly ice creams, milkshakes, cold drinks, fruit and sweets. One of the highlights of the sweets counter was the range of exclusive James chocolates.

Peanuts were roasted each Saturday afternoon, and the smell of the hot roasted nuts would bring people in from near and far.

One of Mr Lambros’ daughters, Audrey Ash, said she could remember the days of six o’clock closing. “The shop would be crowded with many people coming to buy their Tarax six o’clock lager, which must have tasted like beer,” Audrey said.

The mechanical horse ‘Rising Fast’ was a well-known feature at the front door, and it cost just three pence a ride. Rising Fast was a real winner with youngsters for many years.

Tarax was at its peak in the 1960s and was one of the top-selling soft drink brands in Victoria. (Source: Shepparton newspaper article)

In the 1970s, the Australian beverage landscape began to change, with the emergence of large multinational corporations. In 1972, Tarax was acquired by Cadbury Schweppes, a move that integrated the beloved Victorian brand into a national portfolio. With the changing landscape of the beverage industry and the rise of fast-food chains, the popularity of Tarax Bars began to wane in the late 1970s and ’80s.

Shepparton’s Tarax Bar changed hands many times — and in 1991, it housed the Bank of Melbourne. Today, the women’s fashion store Black Pepper is located in the building.