James Boag launches new Epicurean range with content piece from One Green Bean
James Boag has launched a new range of beer, James Boag Epicurean, specifically designed to pair with fine dining calibre food.
Public relations agency One Green Bean has created a two-minute video ‘The Making of James Boag Epicurean’ to accompany the launch of the range.
The video follows co-creators of the new range chef Matt Moran, sommelier Matt Dunne and brewer Simon Hanley as they journey through Tasmania to create the perfect dish to pair with the white and red James Boag Epicurean beer.
The Epicurean range is from April for three months at $15.00 across hatted Sydney, Melbourne, Brisbane and Tasmania restaurants.
Hanley said: “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.”
Moran, said: “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.”
Malcom Eadie, marketing manager at James Boag, said: “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.”
Dunne, said: “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.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
Linkedin