‘It will kill the brand’: plea over brewery’s closure

Ethan James | June 23, 2026

The impending closure of a century-old brewery will kill a beer brand, according to disgruntled workers who have launched a last-ditch plea for a change of heart.

Parent company Lion in June announced production would stop at James Boag’s brewery in Launceston in November.

The brewery, which first opened in 1881 and employs about 40 people, is the home of the beer. 

Lion shifted some of its James Boag’s production out of Launceston in 2024 and said the brewery was currently operating at one-fifth of its capacity.

The company has also blamed declining beer sales nationwide for the decision to shut, but will continue to make the beer on mainland Australia. 

The United Workers Union launched a petition on Tuesday calling on Lion to instead sell the brewery and for the Tasmanian government to intervene. 

“Boag’s belongs to Tasmania, it’s part of our history,” union co-ordinator Amy Brumby said.

“It’s a symbol of northern Tasmania, an important tourist attraction and a significant boost to our local economy.

“Nobody is going to drink a Boag’s made in Queensland – it will kill the brand.”

The petition had attracted more than 300 signatures by early Tuesday afternoon but it appears very unlikely to shift the dial.

Lion said they had explored every way possible to make the brewery a viable operation in the context of long-term decline in the market and significant cost inflation.

“We appreciate the significance of our proposed closure … on our team members, those who previously worked at the site and the wider Launceston community,” a statement said.  

“We know this is incredibly difficult news – and we are still consulting with our impacted team members in relation to this proposal.”

A brewhouse at the site will remain open and remain the “home of Boag’s in Launceston”, the company said. 

Tasmanian Premier Jeremy Rockliff said the closure announcement was devastating but Lion had made their plans clear and he would work with the community about what to do with the site post-closure. 

“I understand what the union are saying. In many respects, many Tasmanians would want Boag’s to be in Tasmania’s hands again,” he told reporters. 

“In terms of Lion and their plans … that is in the hands of Lion themselves. 

“We would welcome any discussions to ensure that we can ensure the building itself and the brewery remain in Tasmanian hands.”

Lion previously announced it will establish a $500,000 fund to reskill workers, give $500,000 to Tasmanian grassroots organisations and repay a $1 million state government grant.