James Boag’s Brewery Visitor Centre remains open this week after Lion reached an in-principle agreement for $1 million in funding with the Tasmanian government.
Premier Jeremy Rockliff visited the 160 year old brewery site on Thursday, 26 January to announce the news. He said the funding is intended to protect the jobs of Boag’s hospitality staff employed and the stream of income for the brewery’s local suppliers. Some of the funding will go towards a national marketing strategy to promote the tour experience.
“The Boag’s Brewery Visitor Centre is not only a local cultural icon but a vital part of the local northern economy attracting thousands of visitors a year,” Premier Rockliff said.
“Importantly, the tour and centre directly employs 12 local staff and supports some 120 in suppliers in its operations. The unique experience it offers has been a significant drawcard for Launceston for decades, with the benefits flowing to other businesses in the region and across the State.”
Lion said it would close the site to visitors on Thursday, 19 January, citing decline in beer consumption, rising input costs and the impacts of COVID-19 on the hospitality and tourism industries as the reasons for the closure. Its last day of trading as a visitors centre was supposed to be Monday.
Nathan Calman, Boag’s Brewery Director said:
“We had no expectation that the Tasmanian Government would provide support to keep the tours operating. However, when they approached us, we were pleased to engage positively with them and are delighted the State Government has been able to find a way to support us through a funding package of $1 million.
“This package will help us continue to provide a great tour experience at the Boag’s Visitor Centre, while we work with the Government and other stakeholders to address some of the long-term cost pressures our manufacturing business continues to face.”
Calman says that Lion will work with Boag’s hospitality team to consider “how we can use this funding to enhance the Boag’s brewery tour experience and promote tourism to Launceston for the benefit of the region”.
“The proposal to close the visitor centre and tours was not put forward lightly…The response – an outpouring of immense passion for the continuation of our brewery tours and visitor centre experience, reminded us of just how integral Boag’s is to Launceston,” said Calman
And, for the next twelve months, anyone with a current Tasmanian Driver’s Licence can enjoy a free tour of the brewery as a sign of Lion’s thanks to the people of Tasmania.
