Fears for James Boag’s survival after Launceston brewery shutdown
Marketing experts fear the beer brand could falter without its authentic Tasmanian identity.
The James Boag brand will survive after the proposed closure of its Launceston brewery, but marketing experts fear the beer brand could falter without its authentic Tasmanian identity.
James Boag’s parent company Lion on Tuesday announced plans to shutter its Launceston brewery by November 2026, costing 42 jobs and ending its 145-year history in the region.
The company said the brewery was operating at just a fifth of its capacity, owing to what it called a long-term downturn in Australia’s beer drinking habits.
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