Launceston, Australia – October 2009: Lion Nathan today unveiled its first new beer under the James Boag’s trademark, a new super premium brand called James Boag’s PURE.
James Boag’s PURE is a full-bodied, full-strength lager, brewed with only four Tasmanian ingredients: water, barley, hops and yeast. With a full body, crisp mouth feel and low bitterness, PURE is a very sessionable beer with a clean finish and no artificial additives and preservatives. The brand will be available in premium venues and all bottle shops from 9th November.
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 Phil. “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 comes just in time for the key selling period of summer 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, after 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 release of the new brew and associated marketing campaign is further testament to Lion Nathan’s increased investment in Boag’s, which it acquired in January last year. The company is focused on growing the Boag’s brands both in Tasmania and on the mainland, and has seen the trademark having grown more than 6% in volume terms since acquisition.
Lion Nathan 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.
