By Andrew Starke
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 mainstream brewer acquired the boutique Tasmanian brewer on January 2 last year for $325 million in what the company described at the time as a “highly strategic and complementary acquisition” with a “strong portfolio and geographic fit”.
James Boag’s Pure is said to be a full-bodied, full-strength lager, brewed with just four Tasmanian ingredients – water, barley, hops and yeast.
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.
“James Boag’s Pure is brewed by local brewers using only the finest Tasmanian ingredients,” said Hargans. “Boag’s has long been recognised for its premium beers, so we focused all our efforts on trying to create the highest quality premium beer on the Australian market. I have every confidence we have done just that.”
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 TVC, which was shot in various locations around Tasmania, will hit television screens nationally in December.
The brand will also feature prominently in the James Boag’s marquee in The Birdcage at this year’s Melbourne Cup Carnival.
Lion Nathan recently agreed to extend its pourage agreement with the Victoria Racing Club at Flemington for an additional three years and for Boag’s to become the Official Beer of the Carnival.
The company has also invested more than $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 $57.99 per carton and $17.99 for a six-pack.
Lion Nathan shares were trading at $11.46 at midday today (Oct 23), up from $11.45 seven days ago.