The James Boag’s Brewery Tours and Visitor Centre will remain open for the foreseeable future after the Tasmanian Government reached an in-principle agreement with Lion to keep the centre open.

Tasmanian Premier Jeremy Rockliff said the agreement would see $1m in funding to help secure the centre’s future, safeguard jobs and then expand and enhance to tourist attraction to be bigger than ever.

“The Boag’s Brewery Visitor Centre is not only a local cultural icon but a vital part of the local northern economy attracting thousands of visitors a year,” Premier Rockliff said.

“Importantly, the tour and centre directly employs 12 local staff and supports some 120 in suppliers in its operations.

“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. That’s why it’s so important that not only does the Visitor Centre remain open, but that we work with Lion to make the visitor centre experience and attract more locals and tourists.

“The funding will also support a targeted marketing strategy to promote the tour experience nationally. This investment reinforces the commitment of both Lion and our Government to ensuring this important part of Tasmanian history and community continues now and into the future.

“I look forward to continuing to work in partnership with Lion and James Boags’ Brewery to make one of Launceston’s most loved tourist attractions better than ever.”

The move comes after the Tasmanian Hospitality Association had criticised the Government for not listening to both the association and Lion about the concerns it had over the long-term viability of the centre.

But now James Boag’s Brewery Director, Nathan Calman, said that the outcome is a win-win for the Launceston Community.

“The proposal to close the visitor centre and tours were not put forward lightly and the response was an outpouring of immense passion for the continuation of our brewery tours and visitor centre experience. It reminded us of just how integral Boag’s is to Launceston,” Calman said.

“We will now work with our Boag’s Visitor Centre team, who will all retain their roles, to consider how we can use this funding to enhance the Boag’s brewery tour experience and promote tourism to Launceston for the benefit of the region.”

Lion has also said it will offer anyone with a current Tasmanian Driver’s License free brewery tours for the next 12 months.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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