Brewing with ambition: The ill-fated Carling's Brewery London-to-London challenge
A daring transatlantic journey ends in tragedy and mystery
The Sir John Carling airplane, prior to leaving a temporary airfield in London, Ontario. Photo source - London Free Press Jan 1st, 2001 edition
In the wake of Charles Lindbergh's historic solo flight from New York to Paris in 1927, the world was abuzz with excitement about the limitless possibilities of aviation. In London, Ontario, Canada, the innovative minds at Carling's Brewery recognized a unique marketing opportunity. They posted an ad in The London Free Press on June 29, 1927, only 38 days after Lindbergh’s flight, searching for a “Canadian aviator to fly from London, Ont., to London, Eng.” The enticement was a $25,000 prize — the same amount paid to Lindbergh — which would be equivalent to about $400,000 today.
The challenge was clear: a Canadian or British pilot, skilled and fearless, would have to pilot a Stinson-Detroiter monoplane named "Sir John Carling," from London, Ontario, to London, England. The “London-to-London” journey would span approximately 6,200 kilometers across the Atlantic Ocean – a feat that only the most audacious aviators could consider.
Applications from pilots began flooding in, all eager to claim the grand prize. Among the hopefuls, Captain Terence Bernard Tully, a 33-year-old Royal Air Force aviator, and Lieutenant James Medcalf, a 28-year-old RAF veteran, emerged as the chosen flight crew. Captain Tully's aviation credentials were impressive, including his role as a test pilot for A.V. Roe and Company. Just four years earlier, he and his wife Anne had immigrated to Canada from Ireland, and during this short period, Tully had amassed over 2,500 flight hours with Ontario's forestry service.
Pictured above is The Sir John Carling airplane, prior to leaving a temporary airfield in London, Ontario. Standing in front of the airplane are (left to right): Captain T.B Tulley (Pilot); James V. Medcalf (Navigator). Photo source - Western Archives Regional Collection Photography RC-20,110
The journey was to be a challenging one, and their resilience would be tested along the way. Their first attempt on August 29, 1927, ended abruptly due to heavy fog over Kingston, forcing them to return to their starting point in London.
They made their second attempt on September 1, pushing past obstacles to reach Caribou, Maine. Yet, there they faced another impediment – five days of dense fog.
Undeterred, Captain Tully and Lieutenant Medcalf forged ahead. Their next stop was Harbour Grace, Newfoundland, where they prepared for their historic transatlantic flight. Finally, on September 7, 1927, they took off for London, England.
However, their journey would take a mysterious and tragic turn. At some point along their route, the aircraft, for reasons still unknown, vanished. The ambitious pilot, his navigator, and their trusted "Sir John Carling" were never seen again.
Terrence Tully and navigator, James V. Medcalf posing with two unidentified boys. Part of the words: "London to London" can be seen on the front of the plane and towards the rear can be made out parts of: "Stinson Detroiter" and "Sir John Carling." The photo is signed, “To my friend Elsie. James Medcalf. Aug 31st 1927.” Source.
Part of the onboard cargo lost to the sea included postcards filled out by the citizens of London, Ontario with messages and greetings for the people of London, England. In September 2023, Miller & Miller Auctions sold two surviving postcards – both of which were, evidently, left behind when the plane commenced its voyage. Only a few are known to exist.
An original “Greetings” postcard, designed for residents of London, Ontario to send well wishes to residents of London, England. It sold as part of a package of related ephemera in Miller & Miller’s September 17th auction.
An original “London (Canada) to London (England)” postcard, designed for residents of London, Ontario to send well wishes to residents of London, England. It sold as part of a package of related ephemera in Miller & Miller’s September 17th auction.
The ill-fated Carling's Brewery London-to-London challenge is a reminder of the bravery of aviators who dared to reach for the skies in the early 20th century. It is also a morbid reminder of an advertising ploy gone wrong. Perhaps the next time you sit down to enjoy a flight of good beer, you’ll remember Captain Tully, Lieutenant Medcalf, and "Sir John Carling".
Miller & Miller’s October 27th auction of Advertising & Americana, and October 28th auction of Advertising & Petroliana both contain an assortment of breweriana collectibles, including items from Carlings Brewery.
A special thank you to Phil Greenwood for bringing this story to our awareness.
Story by Tess Malloy
Tess is a freelance writer and history enthusiast who enjoys unearthing interesting stories about remarkable people and objects. Tess has written for The Miller Times for six years.
Did you enjoy this story? Feel free to share it using the links below: