The mutually beneficial relationship between tourism and the craft drinks industry in Tasmania

In recent years Tasmania’s reputation for quality produce has been enhanced by the emergence of premium drinks such as craft beer, cider and spirits. The niche nature of production, combined with the logistics of exporting produce from the island, has encouraged producers to harness tourism practices such as cellar doors and food and drink festival participation to increase direct sales. In Tasmania, producers work more closely with tourism agencies than in any other jurisdiction we have studied. The symbiotic relationship between tourism and premium drink production in Tasmania looks set to endure and support a sustainable industry into a bright future.