The final Tasmanian-brewed James Boag beer has sold for $1,300, as the brewery that predates electricity in the state closes its doors.
Former brewery electrician Sam Cox, who spent 14 years working at the Launceston institution, has become the proud owner of the final can and case of locally brewed Boag’s Red.
“I’ve always been a fairly strong believer in Boag’s Red, love the brand, great drop,” he told ABC Northern Tasmania.
“Being the last carton, I had to have it.”
The case has the message ‘last Tassie carton’ printed on its side. (ABC News: Georgia Hogge)
A case of Boag’s Red retails for about $70.
In 2024, parent company Lion shifted production of James Boag to the mainland, but Tasmania’s supply continued to be brewed locally.
In June, it announced the Launceston brewery would close, due to a long-term decline in Australia’s beer market, forcing it to operate at about one-fifth of its capacity, and making operations unviable.
The James Boag Brewery was established in 1881. (Facebook: James Boag Brewery Experience)
After 145 years, the brewery bottled its final beers in Launceston last month, and shut last week.
Mr Cox bought the prized “Ruby Tubes” or “Red Tins” at a Boag’s Alumni Day, coming out on top in a bidding war with the band performing at the event.
“When I heard that they were going to put their whole set’s worth of money on the carton, I walked up to them and I said: ‘Going to have to have deep pockets, boys,'” he said.
Sam Cox outbid the band playing at the alumni day for the last case. (ABC News: Georgia Hogge)
Sentimental purchase, no plans to sell
Despite his appreciation for the beer, Mr Cox said he would not be drinking it, instead putting the memorabilia on prime display.
“It’ll be in my house, in the lounge room,” he said.
“I’ve got good security cameras, so watch out.”
Sam Cox’s ‘Final Pour’ shirt commemorates the closure of Boag’s Brewery. (ABC News: Georgia Hogge)
The Tasmanian history comes with a signed certificate of authenticity from the brewery’s director, Michael Stylianou.
Mr Cox believed his purchase had already gone up in value, and would continue to, but said its value to him was sentimental.
The last carton came with a certificate of authenticity. (ABC News: Georgia Hogge)
“I won’t be getting rid of it,” he said.
“It would have to be a ridiculous amount of money … it’d have to be over $10,000.”New tattoo to go with auction win 
Sam Cox got a tattoo to commemorate the end of the brewery. (Supplied)
Mr Cox said it felt “awesome” to be one of the final workers, and has paid tribute to “the final 44” through a tattoo of the James Boag logo against a Cradle Mountain backdrop, with the years of operation.
He said it had “been going pretty viral” online.
“We’re like a little family,” he said.
“I’m hopefully that the mainland breweries can replicate what we used to make.
“There was a lot of passion from us Tasmanian workers, we put in our 110 per cent right to the very end.”Won’t be the last closure, beer historian says
Beer historian Peter Symons said it was “sad that another well-established brewery has fallen to the accountants”.
He said he could understand why someone would pay extra for beer with a meaning attached.
“I have in my fridge a commemorative can from the Resch’s brewery in Sydney before it closed, so I’m guilty!
“I can see why people would do that; it is nostalgia, it’s a tangible relic of a period in time that will never be repeated.
“I think we will see a proliferation of smaller breweries, more attuned to the market.”
Mr Symon’s said it was likely the Boag’s story, of an established brewery calling last drinks, would soon be repeated somewhere.
“Sadly, [the Boag’s closure] won’t be the last,” he said.
“It is a great shame that such a long and storied history won’t come back again.”
Tas stories you may have missed