New release from James Boags
Sep 12, 2018
Inspired by the adventurous spirit of its founder who crossed the world to explore the remote wilderness of Tasmania, James Boag has today officially launched a brand new beer – James Boag’s Wild Rivers. It is the first major new beer release in the past decade.
A testament to its origins, James Boag’s Wild Rivers embodies the rugged but refined nature of Tasmania’s natural environment. The beer was inspired by the island’s wild rivers, which evoke images of purity and refreshment.
Developed with modern Australian tastes in mind, James Boag’s Wild Rivers is all about appreciating the beauty of Tasmania, and sharing it with the rest of Australia, and the world.
The team at the James Boag Brewery in Launceston was given the exciting task of creating a beer which represents Tasmania’s pioneering spirit and wild waters.
Brewer Nathan Groves said “We’re proud of this beautifully balanced yet subtly complex lager. We feel it reflects all that is unique about Tasmania, with its fresh aroma reminiscent of our crisp air and beautiful bushlands. As a brewer, this was an extraordinary challenge and fantastic one-time opportunity.”
“It was important for us to respect the brand’s rich history and keep its integrity intact, while creating something new that everyone could enjoy. It’s a modern take on an Australian premium lager with the spirit of James Boag at its heart,” he said.
Lion Beer Managing Director James Brindley said James Boag’s Wild Rivers is a significant new release and a tribute to the company’s belief in the Tasmanian brand.
“James Boag’s Wild Rivers is proudly and exclusively brewed at James Boag Brewery in Launceston and we believe it is going to strike a real chord with those who want something modern, refreshing and crisp to drink,” Mr Brindley said.
“The idea for its name also came from within the James Boag Brewery team. It was Bruce Anderson, one of our brewery technicians, who came up with the name ‘Wild Rivers’ during discussions about its launch many months ago,” he said.
John Fitzgerald, CEO of Tourism Tasmania said Tourism Tasmania is again proud to partner with James Boag on the campaign and launch of their new beer, James Boag’s Wild Rivers.
“James Boag is a brand that tells a very Tasmanian story and aligns strongly with our tourism brand,” Mr Fitzgerald said.
“Discovering Tasmania’s curious character and the rugged beauty of the State’s landscape reflects the essence of James Boag as well as capturing elements of Tasmania’s appeal.”
Explore Tasmania’s finest new beer and be one of the first to taste James Boag’s Wild Rivers from 17 September. James Boag’s Wild Rivers will be available at Dan Murphy’s and BWS, and a range of independent stores nationwide.
PURE TASMANIAN WATERS
James Boag Brewery, Launceston, exclusively brews and bottles James Boag’s Wild Rivers using Tasmanian water, and only the finest hops and barley to produce this exceptional beer. We’re also proudly preservative free.
Explore James Boag at www.jamesboag.com.au
Its social media channels are;
www.facebook.com/jamesboagAU andwww.instagram.com/jamesboagau
