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Posted: 2024-06-25 06:10:27

An iconic northern Tasmanian beer will move some of its beer-making operations to the mainland in response to a declining market and increased manufacturing costs.

Lion Australia, the parent company of James Boag's Brewery in Launceston, has revealed Boag's beers sold in mainland Australia would soon be brewed there.

But Boag's beers sold in Tasmania will still be made in the state.

Lion Australia managing director James Brindley told ABC Northern Drive it was a very difficult decision to make.

"It's a very sad decision and one we felt we couldn't avoid," he said.

"A lot of the beer produced and packed at Boags is sent back to the mainland.

"With the ongoing decline of the beer market, the cost challenges that we're all facing and the fact we bring most of our raw materials to Tasmania and send the finished goods back, it was just a heavy cost burden that we couldn't carry anymore."

a bottle of beer held up by a woman with her back to the camera

James Boag's Premium beer consumed on the mainland will soon be made there as well.(Supplied)

What that means is some beer production will move to the mainland.

As a result, 13 redundancies have been announced as the brewery drops from two shifts to one.

Mr Brindley said those 13 workers would be offered work at other Lions breweries.

"It's a sad day. People love this brewery. They love Tasmania, so I can only admire and commend them for their stoicism," he said.

"But clearly, it's a sad day and people are getting upset and bit of a sense of loss."

Lion Australia also owns beer labels Tooheys, Heineken, Hahn, Little Creatures and Guinness, among others.

Aerial photo of James Boag Brewery in Launceston, 2022

The brewery was established 160 years ago on the banks of Launceston's Esk River.(Facebook: James Boag Brewery Experience)

Boag's steeped in Tasmanian history

As for the products that would be moving to the mainland, Mr Brindley said it would include some contract brands and a well-known Boag's label.

"Probably the most sensitive one is James Boag's Premium. What's consumed on the mainland will now be made on the mainland," he said.

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