Australia: Lion Nathan expands James Boag’s beer line

Lion Nathan has unveiled its first new beer under the James Boag’s trademark, a new super premium brand called James Boag’s Pure, The Shout posted on October, 23.

The mainstream brewer acquired the boutique Tasmanian brewer on January 2 last year for A$325 million in what the company described at the time as a “highly strategic and complementary acquisition” with a “strong portfolio and geographic fit”.

The brand will be available to the trade immediately and is expected to be made available to consumers from November 9.

According to Boag’s Operations Director, Phil Hargans, the new brew features the best Tasmania has to offer.

The launch of James Boag’s Pure has been timed to coincide with the key summer selling period and will be supported by an integrated campaign featuring a brand new television campaign (TVC).

The company has also invested more than A$20 million in expanding the iconic Boag’s Brewery on the Esk River, with a new state of the art brewhouse currently in testing stage and on track to open in early December.

James Boag’s Pure will hit the shelves with an RRP of A$57.99 per carton and A$17.99 for a six-pack.

28 October, 2009