The $2.4 million Boag’s Brewhouse welcomed its first visitors today.
Already the second most visited tourist attraction in Launceston after Cataract Gorge, the revamped Boag’s visitor experience is expected to attract up to 29,000 additional visitors annually, generating significant benefits for local hospitality, accommodation and tourism businesses.
The new venue was made possible through a partnership between Boag’s and the Tasmanian Government, which provided a $1 million grant towards the project alongside Boags’ own substantial investment.
Minister for Tourism, Hospitality and Events, Jane Howlett, officially launched the new Boag’s Brewhouse.
“Our Government is investing in the tourism and hospitality sector in the North, which supports one in six Tasmanians jobs,” Minister Howlett said.
“For almost 145 years, James Boag beer has been the favoured brew of many Tasmanians.
“Boags is the second most visited attraction in Launceston, and this investment supports Tasmanian jobs, the economy and the broader tourism industry.”
The Boag’s Brewhouse features a mural wall created by Tasmanian artist Jamin, highlighting Launceston’s pubs and their histories, creating connections between brewery tours and local venues to benefit the entire Launceston entertainment, drinking and dining precinct.
The venue also includes a new brewhouse hall, enhanced tasting area, redesigned beer garden, and a relocated Boag’s Museum showcasing the Tasmanian icon’s 143-year history. Visitors can enjoy a refreshed space featuring sustainable Tasmanian timber finishes from bar to ceiling, complemented by approximately 1,000 limited edition beer cans, bottles and memorabilia displayed throughout.
Architect Tara Broun from Cumulus Studio who led the project said “The design of the new Brewhouse blends Boag’s heritage, represented by rich dark Tasmanian timber, with Launceston’s local architecture, expressed through locally sourced, carbon neutral bricks. Every element of the design leaves no doubt that visitors have arrived at the historic home of Boag’s in Launceston.”
Following on from the success of its recent Cornwall Brewery 1951 Stout re-release, to mark the opening, Boags has created a special limited-edition Cornwall Summer Knight Lager, available at Boag’s Brewhouse, Beer Fest, Taste of Summer, and a handful of key Launceston venues.
Boag’s Brewery Director Michael Stylianou said: “Today marks an exciting new chapter for Boag’s as we officially open the doors to a next generation Boag’s Brewhouse that celebrates our rich heritage whilst embracing where the brand is today.
“We are incredibly grateful for the support of the Tasmanian Government and their investment in this project, which secures Boag’s Brewhouse as a premier tourism destination in northern Tasmania to the benefit of our entire community.”
Boag’s continues to offer free brewery tours for Tasmanian residents with a current Tasmanian driver’s licence, an initiative that has already welcomed more than 1,700 locals.
The Boag’s Brewhouse is now open to visitors. For tour bookings and operating hours, visit https://www.jamesboag.com.au/brewery/
