Tasmania launches Beer Tasmania program to boost craft beer tourism

The Tasmanian Government has introduced the Beer Tasmania initiative to promote craft‑beer tourism in the state’s north. The program is funded with the first $1 million tranche returned by Lion after the announced closure of the historic James Boag brewery in Launceston.

Partnering with Hospitality Tasmania and the Independent Brewers Association, the plan will create a Northern Beer Trail and a Northern Beer Weekend, showcase more than 30 independent brewers and aim to generate about 150 new jobs and up to $10 million in economic activity. Premier Jeremy Rockliff said the effort will “draw visitors, strengthen awareness and back local jobs,” adding that each dollar spent on business events can return $30 to the local economy. IBA CEO Sabrina Kunz highlighted the sector’s contribution of $130 million to the Tasmanian economy and over 1,500 jobs.