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Food and beverage stories

Boag lionises Tassie water

Pioneer Tasmanian brand-builder James Boag & Sons has launched a new multi-channel advertising campaign using the State's quality water as its central theme. Promoting James Boag Premium beer, the Born of Tasmanian Waters campaign devised by the Host/Havas agency, sets out to show that some of life's most extraordinary and fantastic components are found in Tasmania, with pure water as their common element. Without it, they wouldn't exist. A spokesman for Lion, owner of the Launceston Brewery, said: "James Boag has been brewing its beers continuously and exclusively in Tasmania since 1888, and it's our Tasmanian provenance that makes our beers truly special and unique among other premium beers. Of all the natural riches Tasmania offers, its pure water is the most special — so many remarkable and renowned things are born of it — and we are excited about our new campaign that highlights the quality of the water that goes into our beers". The campaign rolled out nationally in time for James Boag Premium's major sponsorship of the Melbourne Cup racing carnival.

5 December 2017, Edition 190

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