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Friday 31 August 2018

James Boag releases first new brew for over a decade

Tasmanian brewery Jamed Boag has unveiled its first new beer for over a decade - a crisp, refreshing lager called Wild Rivers.

The Boags team describes the new brew as "a modern take on an Australian premium lager" and it was developed by the team at the James Boag Brewery in Launceston.

“We’re proud of what we feel is a beautifully balanced yet subtly complex lager,” said head brewer Nathan Groves (below). “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 to come up with something new. . 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.”
Lion Beer managing director James Brindley said James Boag’s Wild Rivers was a significant new release and a tribute to the company’s belief in the Tasmanian brand. The lager will only be brewed in Launceston.

"We believe Wild Rivers it is going to strike a real chord with those who want something modern, refreshing and crisp to drink,” Brindley said.

To promote the beer, Tourism Tasmania has again partnered with James Boag on a campaign and launch of Wild Rivers.

“James Boag is a brand that tells a very Tasmanian story and aligns strongly with our tourism brand,” said John Fitzgerald, CEO of Tourism Tasmania.

“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.”

James Boag’s Wild Rivers will be available at Dan Murphy’s and BWS, as well as a range of independent stores nationwide, from September 17.

It is bottled in 330ml bottles that comprise 1.1 standard drinks and has an alcohol level of 4.2%.
# The writer was a guest of James Boag at the official launch of Wild Rivers. 

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