Tasmania · Attraction
James Boag Brewery Experience
A living piece of brewing history
schedule 1 min read / Updated Jun 2026
The James Boag Brewery on William Street has been producing beer on the banks of the North Esk River since 1883, making it one of Australia's longest-running breweries. The guided tour takes visitors through working production areas, explains the story of the Boag family, and concludes with a tasting in the Boag's Brewhouse. It is a Launceston institution and one of the most popular paid experiences in northern Tasmania.
The 90-minute tour covers the full brewing process, from malt and hops handling through fermentation tanks and filtration to packaging. Guides explain how the famously cold, clean water drawn from the Great Western Tiers contributes to the flavour profile of Boag's Premium and Draught. The brewery occupies an entire city block, and the scale of the operation is visible from street level.
Tours depart several times daily and bookings are strongly recommended, particularly in peak summer months. The Centre for Beer Lovers on site houses a museum charting more than 140 years of Tasmanian brewing history, including original cooperage tools, archival photographs, and historic bottles. The adjacent cafe and Brewhouse bar are open daily and free to enter.
Note: brewing arrangements at the Launceston site are changing, so check the official website for current tour availability before booking.
Scenic views
