A beloved Tasmanian beer with a loyal following has met its end.
James Boag’s ‘Wizard Smith Ale’ will soon be pulled from bottle shop shelves, disappointing fans of the 17-year-old brew.
The decision to discontinue the English-style pale ale has left many mourning the loss of a local legend, named after the brewery’s legendary drayman, ‘Wizard Smith’.
According to the brewery’s tale, Wizard Smith waded through the rising floodwaters of the 1929 Launceston flood, leading his prized beer horses to safety.
James Boag III reportedly rewarded Smith with a job for life and, in 2007, an ale in his honour.
In a statement, a James Boag’s spokesperson attributed the decision to declining sales and “changing tastes of consumers”.
“While our Wizard Smith’s Ale has an incredibly passionate and loyal following, sadly in recent years sales have been declining,” the spokesperson said.
The remaining stock is expected to last until around March 2025, giving fans a chance to say goodbye.
Despite the loss of the popular ale, the foreign-owned brewery says its still as committed to Launceston as ever.
“It’s an exciting time for the Boag’s Brewery … we’re about to start a $1.8m upgrade to deliver a new Boags Brewhouse,” the spokesperson said.
The new Brewhouse is hoped to be open to the public from mid-2025.
Owners Lion recently moved production of James Boag’s beer destined for interstate and overseas to the mainland, citing increasing freight costs.
Beer for consumption within Tasmania will continue to be made in Launceston.
