Lion-owned James Boag’s Brewery in Launceston is set for a major upgrade, with plans for a $1.8 million redevelopment partially-funded by the taxpayer unveiled.
The brewery’s revitalisation will include an expansion of the existing building and the construction of a new extension at the rear of the centre.
The beer garden will be relocated around the heritage-listed walnut tree, while the museum display will be modernised and moved to the ground floor to create a new brand experience.
Premier Jeremy Rockliff says the investment in the brewery is a sign of confidence in the strength of the state’s tourism industry.
“Our government has provided up to $1 million to assist Lion to expand the James Boag’s Brewery Tours and Visitor Centre at Launceston and enhance the visitor experience,” he said.
“This project is another example of our government partnering with industry to support the growth of tourism in Tasmania.”
In June, Lion announced their intention to move beer production to the mainland due to cost pressures, with only beer intended for sale in Tasmania to be made in Tasmania.
“It has been a tough time for large and small brewers with overall beer sales and production volumes in decline due to changing consumer preferences, cost of living pressures and continual increases in federal government excise,” Lion Australia Managing Director James Brindley said.
“We have not been immune from these, as well as other challenges in Tasmania. For example, Lion currently spends more than $1.5 million a year on transporting beer back to the mainland.”
The commitment means the jobs of all visitor centre employees will be retained.
The upgraded visitor centre is expected to open in August 2025.
Financial data from Statista suggests that, in the year ending December 2023, Lion Pty Limited recorded a combined net sales revenue of over $2.1 billion AUD across Australia and New Zealand.
