James Boag marks launch of its new Epicurean range with a content film via One Green Bean

q_FF_I_qvRCPmN7FINIg450dssm27AfZRfNe2bqXAbY,jL0dtscKKkjd89tJjheROmORajewy51QBSWcTw9dP88,JIEqWv2lrcrZaQzy4vrxDZJZxMDoisUzvTNA2vFOBXo (1).jpgAustralia's premium beer offering, James Boag, can now be enjoyed in fine dining restaurants across the Eastern Seaboard of Australia with its latest innovation - James Boag Epicurean - Australia's first beer range specifically created for fine dining. To mark the launch One Green Bean has launched a content film.

Co-created by renowned chef and owner of Aria restaurant Matt Moran, Sommelier Matt Dunne and Head Innovation Brewer, Simon Hanley, the trio set out to challenge perceptions on the beer-drinking occasion, by creating the perfect accompaniment to fine dining cuisine.

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With only a single batch created of each style brewed, the new premium range features two varieties: James Boag Epicurean Red and James Boag Epicurean White. The Red is full flavoured, and amber in colour, with the specialty malts selected giving a rounded, fuller mouth feel. This beer is the perfect complement to red meats and game. In contrast, the citrusy aroma and notes of the White is the perfect match for lighter dishes, evoking images of charcoal-barbecued fresh seafood such as Moreton Bay bug, lobster or Tasmanian trout.

The launch of James Boag Epicurean comes after two years of product innovation that saw Simon Hanley, Matt Moran and Matt Dunne play an instrumental role in the ideation and formulation of the range. James Boag Epicurean is launching for a limited three-month availability from April and will be available for an RRP of $15.00 in a selection of hatted restaurants across Sydney, Melbourne, Brisbane and Tasmania as well as selected Dan Murphy stores and on MoCU, Lion's premium online store. The launch will be supported by an integrated campaign that encompasses PR and digital.

Says Simon Hanley, head innovation brewer: "Although beer has always had a place in the dining space, fine dining is a huge area of opportunity for the category and we've accepted this challenge with the creation of the Epicurean range. We're excited to see Australians savour the new range at select fine dining restaurants across Australia's Eastern Seaboard."

Says chef Matt Moran, who was key to the creation process of James Boag Epicurean: "The Epicurean range was developed with fine dining at its core. The process started with the creation of two dishes that we envisioned each variety being paired with; and from there we worked to ensure each beer's ingredients would complement the dishes - not overpower them. Prior to launch both the Epicurean Red and White were tested at Aria to ensure the range was market ready and fit to sit alongside the premium wines and champagnes that are housed in fine dining restaurants."

Sommelier Matt Dunne explains how the finest details were examined to ensure a premium experience with every sip: "To create a product that allows sommeliers to recommend the range as a pairing alternative to wine, we specifically created two varieties; James Boag Epicurean RED and WHITE. In true premium restaurant style both are served in wine glasses to allow for the full range of aromas and flavours to be best received."

Marketing manager of James Boag, Malcolm Eadie explains the significance of this launch for the brand: "Building from the quality credentials established by James Boag Premium, we believe the James Boag Epicurean range is going to change the way beer is perceived by Australian fine diners. After a long time working with Matt Moran and the James Boag brewers to craft the finest beers we could, we're excited to launch this product as a limited release and give drinkers the opportunity to savour a James Boag beer with their fine dining experience."

6 Comments

Go_Home_PR said:

"Find out where to buy/experience it" on the James Boags website is broken, lol.

Where does the 2 min film run?
Who will see it?
What is the strategy to get the target market to see it?

This is fucking press-release, which OGB will say 'tick' mention on website when giving a report back to JB.

I wonder if this comment will be included in "comments/engagements".

yeah but said:

nice idea.... I think it's a good product. I would be keen to try it. I'm just sick of Matt Moran. And it comes across wanky. Seeing them wax on about tasmanian farmers. yawn.

Naaaahhhh said:

Head so far up arse they couldn't see.

Fly said:

The new marketing teams at the brewers really seem to be clueless. Bring back something even close in spirit to the great Mojo work under Micah.

Sommelier said:

Lion, when are you going to get back to marketing beer as beer?
Stop trying to replace wine with your boring pursuit of pairing beer with food.
The only time I might ever want a beer with food is with a burger or fish and chips.
Every other time wine is going to win out at a restaurant table.
Move on.

Sommelier said:

Lion, when are you going to get back to marketing beer as beer?
Stop trying to replace wine with your boring pursuit of pairing beer with food.
The only time I might ever want a beer with food is with a burger or fish and chips.
Every other time wine is going to win out at a restaurant table.
Move on.

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