James Boag’s Wizard Smith Ale pulled from shelves

An exclusive Tasmanian beer with a dedicated following has been stripped from bottle-shop shelves, sparking outrage among its loyal fanbase. Why the beer was discontinued.

After more than 17 years on the market, James Boag’s Wizard Smith Ale is reportedly being discontinued. Picture: Supplied

An exclusive Tasmanian beer with a dedicated following has been stripped from bottle-shop shelves, sparking outrage among its loyal fanbase.

After more than 17 years on the market, James Boag’s Wizard Smith Ale is reportedly being discontinued, leaving fans to flood social media with emotional reactions.

Named after its progenitor, ‘Wizard Smith’, the legendary drayman at James Boag’s Brewery who waded through the rising water of the 1929 Launceston flood and led his valuable and much-loved charges to dry ground and safety.

Without the heavy draft horses to deliver beer around town and malt to the brewer, the iconic brewery would not have been able to continue operating.

The tale goes that James Boag III awarded Wizard with a job for life and, eventually, a pale ale in his honour in 2007.

James Boag’s Wizard Smith Ale. Picture: Supplied

The discontinuation of the English style pale ale, which was only available in Tasmania, was met with dismay online.

One fan lamented: “Oh no my favourite beer! Now it makes sense why Dan Murphy’s was selling cartons so cheap a few weeks ago.” Another wrote: “Devastating news. I’m a Cascade man, but Boags Wizard Smith is one of my favourite beers.”

A third added, “Goodbye Boag’s best beer … you’ll always be my favourite”.

Despite the outcry, the James Boag’s owner Lion has confirmed that the brand is indeed retiring - already stripping the beer’s presence from their website and social media.

A James Boag’s Brewery spokesperson said the brand made the difficult decision to discontinue the beer due to declining sales and the “changing tastes of consumers”.

“While our Wizard Smith’s Ale has an incredibly passionate and loyal following, sadly in recent years sales have been declining, which is why we have made the difficult decision to cease production,” the spokesperson said.

“We anticipate that the Wizard Smith’s Ale will continue to be available for sale until approximately March 2025 – so there is still the opportunity for lovers of the beer to have it one last time.”

The spokesperson said despite the high-profile casualty, the company was continuing to invest in the Launceston brewery.

“It’s an exciting time for the Boag’s Brewery – we’re about to start a $1.8m upgrade to deliver a new Boags Brewhouse in Launceston, which will be the new home of the James Boag’s Brewery brand and products, and should be open to the public from mid-2025,” the spokesperson said.

Originally published as James Boag’s Wizard Smith Ale pulled from shelves