Boag’s Brewery unveils plans for revitalisation of Launceston visitor centre

Boag’s Brewery unveils plans for the $1.8m revitalisation of its visitor centre, just one year on after parent company Lion backed-down on shutting the site in early 2023. See the plans.

Treasurer Michael Ferguson pours a glass of Boag's beer at the current Boag’s Brewery tours and visitor centre in Launceston pictured with Boag's Brewhouse leader Charlie Rayner. Picture: Stephanie Dalton

Plans for the $1.8m revitalisation of Boag’s Brewery tours and visitor centre have been unveiled, a move Treasurer Michael Ferguson says will ensure the longevity of the Launceston asset for “many, many years”.

Mr Ferguson confirmed the government’s commitment to the business with the announcement after Lion revealed its intention to shut down the brewery tours and the visitor centre at 39 William St in early 2023.

“We’re very proud as a government to have protected and worked with Lion and Boag’s to have been able to keep this visitor centre open, but importantly, to chart a course to an expanded and new offering,” Mr Ferguson said.

“The visitor centre has, over the years, been one of Launceston’s most important tourism destinations. We know the tourism and hospitality sector is a major employer in Tasmania, providing more than 42,000 Tasmanians with jobs, including thousands in regional communities.

“We hope tourists from other states and all over the world will come and sample some of the very best beer you can taste and enjoy here at Boag’s.”

The redevelopment will involve expanding the existing building, improving the museum and beer garden, and adding a new extension at the rear of the centre.

Plans for the $1.8m redevelopment of the Boag's Brewery visitor centre. Picture: Supplied

Lion Australia managing director James Brindley said they were pleased to work with the government, calling Boag’s a much-loved Tasmanian brand and tourist attraction.

“We’re very much appreciative of the Tasmanian Government contributing $1m to the visitor centre – which will need a new name. So we’re very happy to say we’re standing in what will be called the Boag’s Brewhouse,” Mr Brindley said.

“The centre will employ 20 people on site, some permanent, some casual.

“We expect to attract more people, and so a really positive outcome is that we’ll be able to offer more employment opportunities for people of Launceston.”

Plans for the $1.8m redevelopment of the Boag's Brewery visitor centre. Picture: Supplied

In June, Lions announced it would cut 15 positions at the brewery and move some of its production to the mainland, citing changing consumer preferences and cost of living pressures as the reasons behind its decision.

“One of the reasons behind our decision to reduce staff was to ensure the longevity of James Boag’s, and we’re working hard to ensure that it stays operating and stays a vibrant part of the Launceston community,” Mr Brindley said.

Plans for the $1.8m revitalisation of Boag’s Brewery tours and visitor centre have been unveiled. Picture: Stephanie Dalton

Mr Brindley said if all goes according to plan, the new Boag’s Brewhouse visitor centre would be up and running by August 2025.

“We’re looking to start early in the new year, subject to availability of contractors and builders. But about this time next year, I think we’ll be ready to roll, and we can enjoy a nice Boag’s in the summertime in 2025,” he said.

Originally published as Boag’s Brewery unveils plans for revitalisation of Launceston visitor centre