Lion refuses to sell Boag's brand, will only sell Launceston brewery site

Owner Lion says it will move beer production to the mainland and will not sell the iconic brand, complicating union-led efforts to find a buyer to keep the brewery operating.

The future of Launceston’s historic James Boag’s Brewery is in doubt after its owner, Lion, confirmed it will not sell the beer brand, only the physical brewery site.

According to reporting from Pulse Tasmania on Wednesday, Lion CEO and Managing Director Anubha Sahasrabuddhe stated the company does not intend to sell the James Boag’s brand. The company plans to move all remaining Boag’s production to its mainland breweries. This decision complicates a community and union campaign to find a new owner to continue brewing Boag’s beer in its traditional home.

The United Workers Union (UWU), which represents the brewery’s workers, has been publicly campaigning for Lion to sell the business as a going concern—including the brand—since the closure was first announced. The union launched a petition that has gathered several thousand signatures, urging the Tasmanian Premier to intervene and help secure a buyer who would keep production in Launceston.

In a statement published by the union, UWU Tasmania co-ordinator Amy Brumby said moving production would “kill the brand” and that another operator should be given the chance to keep the nearly 150-year-old brewery running in Tasmania.

Lion first announced its proposal to close the Launceston brewery in November 2026 on June 2, as reported by multiple outlets. The company stated the decision was due to a long-term decline in the national beer market and rising costs, which left the brewery operating at only about one-fifth of its capacity. The proposed closure will affect 42 full-time employees.

In a statement on June 2, Tasmanian Premier Jeremy Rockliff described the proposed closure as “extremely disappointing”.

Lion has confirmed the recently renovated Boag’s Brewhouse and visitor centre will remain open as the “home of the brand” in Launceston. The company also announced a support package, including a $500,000 reskilling fund for affected workers and a $500,000 community fund for local organisations, and confirmed it would repay a $1 million state government grant.

The original story was reported by ABC News.