Golden Fleece was a brand of petroleum products and service stations operated by H.C.Sleigh and Company. A partnership was founded in Melbourne, Australia in 1893 by Harold Crofton Sleigh (1867-1933 shipowner and merchant,) and John McIlwraith (1828-1902 manufacturer and shipowner). In 1913 the company took delivery of its first consignment of motor spirit from the United States and marketed it in Australia as "Golden Fleece".[1]
Initially, motor spirit was sold in drums only, the first Golden Fleece pump being installed in 1920. Golden Fleece was a pioneer of single-branded service stations (as opposed to the more common multi-brand offerings of the era), and its distinctive "golden merino" trademark was soon a common sight for Australian motorists.
The post-war era saw a massive expansion of Australia's motor industry and car ownership soared. The company was made public in 1947. These were boom times for Golden Fleece and expansion and acquisitions were the trend throughout the 1950s and 1960s. H.C. Sleigh Limited acquired the fledgling "Kangaroo" and "Phillips 66" brands in 1962 and 1967 respectively. During these years, many (if not most) Golden Fleece service stations became roadhouse-style outlets with restaurants and bold signage.
Golden Fleece was itself acquired by Caltex in 1981 and no longer trades under that name, though its unique livery can still be seen on some older roadhouses in rural Australia. A particular treasure for objets d'art collectors are the globes (in the shape of the Golden Fleece ram) that sat atop the company's pumps until the 1970s, when the pumps were standardised.