Tours of one of Australia’s oldest breweries — which were set to end in a few days — have been saved at the 11th hour after James Boag’s Brewery received funding from the Tasmanian government to keep them running.
The Tasmanian government will provide $1 million to keep the Launceston brewery’s visitor centre open.
As part of the deal, any Tasmanian with a current driver’s licence can get free tours for the next 12 months.
Lion Australia, which owns Boag’s, announced last week that it would close the visitor centre, citing declining beer consumption, rising costs and the impact of COVID-19 as the reasons why.
Boag’s Brewery director Nathan Calman said the government funding announcement was a win-win for the Launceston community.
“The proposal to close the visitor centre and tours was not put forward lightly, but as a response to the significant cost pressures we are facing across our business,” Mr Calman said.
“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.
Mr Calman said there had been no expectation that the government would provide support to keep the tours operating.
“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,” he said.
The continued operation of the centre will also save 12 jobs.
Premier Jeremy Rockliff, who called on Lion to reconsider its initial decision, said the funding would be used to “expand and enhance the tourist attraction”.
“It’s not only a local cultural icon but a vital part of the local northern economy attracting thousands of visitors a year,” Mr Rockliff said.
“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.”
The funding will also be used for a marketing strategy, to promote the tour to interstate travellers.
Launceston Mayor Danny Gibson said that he was delighted the decision to close the visitor centre had been reversed.
“We’re thrilled that such a vital component of our visitor economy has been reinstated, not only to the same level but [also with] commitment to expand it.
“We know that the visitor centre and the tours are consistently ranked highly by visitors to Launceston.”