Tamar reset adds vibe
When Launceston doctor and wine producer Mike Beamish officially opened his new 200-seat restaurant, state-of-the-art winery and vineyard cellar door in November 1999, the Tamar Valley facility was described as 'the vanguard of wine tourism in the State.'
"This is the future of tourism in Tasmania," noted late and lamented Premier of Tasmania Jim Bacon.
"Linking it with the fine food, fine wine and natural attractions of Tasmania, (tourism) brings all these things together in one image."
The $2.7m Rosevears Estate developments 20 minutes north of Launceston were intended to be sharp and cutting edge.
But while the good doctor's vision for the future seemed the right prescription, its delivery lacked the precision required to attract healthy streams of repeat visitors to the imposing tourism asset. At issue was the vibe of the thing. (Remember The Castle?)
It may have taken the best part of a quarter of a century of successive ownerships, but the recently completed refurbishment undertaken there by the Brown Family Wine Group has finally put all that right. And then some…
The company's intensive eight-week makeover of the old Waldhorn Drive facility has given its Tamar Ridge and PIRIE Tasmania brands a much-needed and secure home, one that genuinely reflects their quality, style and reputation.
BFWG added the renowned Tasmanian labels to their historic Brown Brothers portfolio in 2010, after purchasing the brands from distressed forestry giant, Gunns Ltd.
The deal included acquisition of the 190ha Hazards Vineyard on the East Coast, along with its highly visible, entry-level Devil's Corner wines. That brand became a permanent part of the landscape there when the family company subsequently opened its Devil's Corner Cellar Door and Lookout at Apslawn in December 2015.
The facility – which offers dramatic views of Freycinet Peninsula and Moulting Lagoon – underwent major expansions in 2021-2022.
The company's carefully conceived and executed developments at Rosevears are a world away from those located 1.5 hours away on the East Coast.
"Set high above the Tamar River, the re-imagined cellar door enjoys one of the region's most spectacular outlooks, creating an extraordinary setting in which to experience our fine wines," says BFWG Luxury Portfolio Manager Katherine Brown.
"Natural materials connect the space to its picturesque setting, while expansive windows celebrate the remarkable views.
"Whether you're relaxing beside the fireplace with a glass of Tamar Ridge Reserve Pinot Noir or enjoying a flute of PIRIE Vintage sparkling overlooking the valley, we want every visit to feel memorable, considered and unmistakably Tasmanian."
What was once barn-like and almost cavernous in volume has become an eye-catching interior space that is light and airy. Its multiplicity of aspects and purposes project an atmosphere of warmth and visitor engagement.
Guest numbers and individual tasting expectations are catered for in a variety of locations – including around a bespoke 12-seat Tasmanian oak table; alongside an expansive tasting bar; partially cocooned within series of conjoined tasting booths.
Earthy brown design elements – including table tops, seat upholstery and menu covers – echo the earthy terroir of Tamar Ridge's award-winning Pinot Noir. Pale paint trim and even paler timber veneer reflect much of the facility's ambient natural lighting, creating a calm and relaxing environment in which to enjoy PIRIE sparkling wine with fresh Tasmanian oysters or exotic caviar.
It's a discrete, refined yet inviting tourism destination, one that actively encourages visitors to linger over a good glass, no matter what the time of day or the season of the year.
Guests can engage in a range of cellar door experiences, from introductory wine flights through to 'premium hosted tastings' of the family's Tasmanian flagships.
Spiegelau crystal glassware allows each wine to shine while adding further lustre to the sense of occasion.
Seasonal Tasmanian cheese platters and locally sourced small plates offer a little sustenance while vistors pause to take in vineyard and river views.
Leading Melbourne-based architecture and interior design studios Fry and DesignOffice were engaged to turn visitor needs and client briefs into workable design elements. These were then brought to life by Launceston's Zanetto Builders.
Former Riverside High School and Launceston College student Kyle Zanetto founded the small, dynamic design and construction company in 2017. By 2023, he had achieved the personal milestone of Tasmanian Young Builder of the Year. At barely 30 years of age.
Zanetto's commitment to innovation and environmental consciousness has propelled the company to the forefront of the luxury and healthy home market in Tasmania. The talented carpenter and certified Passive House builder also has an online following of more than 23,000 Instagram users.
At last count, Zanetto Builders had 27 State and national awards to its credit.
This year's milestones include three national titles at the 2026 HIA Australian GreenSmart Awards – Home of the Year (top honour) as well as (best) Custom Built Home and Multi Dwelling Development.
"Tasmania and quality are intrinsically linked," says senior winemaker, Tom Wallace.
"Our cool climate retains fantastic acidity which is the backbone of world-class sparkling and has seen Tasmania recognized by many as one the great regions of the world for sparkling, but it is also the core ingredient in great Pinot Noir, Chardonnay and Riesling."
PIRIE Tasmania sparkling wines have consistently excelled at major wine shows. That includes taking the top honour of Best Sparkling at the 2024 Melbourne Royal Wine Awards.
The 2020 PIRIE Vintage opened the company's current annual tally by winning Best Vintage Sparkling at the 2026 Tasmanian Wine Show.
June 2026 saw the same wine win gold at the National Wine Show of Australia. The event is an invitation-only one. To be eligible for judging, each entry in the competition must have already won a gold or a silver medal at a significant capital city or regional wine show.
PIRIE Tasmania wines are released as NV and Vintage styles. The latter appears in a three-tiered structure comprising Sparkling Vintage, Prestige (Blanc de Blancs and Rosé) and Late Disgorged.
NV offers extraordinary value. It may be the segment's market leader but its wine show record in Australia is unrivalled.
Tamar Ridge wines are released from within a carefully devised five-tiered structure.
The Estate range includes single varietal Riesling, Chardonnay and Pinot Noir. Research wines facilitate vineyard and winery experimentation. Reserve and Single Block labels denote additional winery and terroir determinants.
Grand Assemblage, meanwhile, telegraphs something special. The current offering is a rarefied 'best of the best' that in 2022 was virtually handcrafted from just seven of the winery's 300 barrels of Pinot Noir.
"Location is such a key part of making great Pinot Noir," Wallace explains.
"Each block of Pinot Noir – and each clonal selection of Pinot Noir – is picked and kept separate from other parcels that may be harvested at the same time. That separation continues through the whole winemaking process, giving us the opportunity to focus on the way in which each clone interacts with its vineyard terroir.
"We adopt a minimal intervention approach to winemaking in order to highlight those small differences, to allow the place and the vineyard to be reflected in each of our Pinot Noirs.
"We're Pinot Noir makers first, winemakers second. It takes 50 percent Sidney Nolan and 50 percent Albert Einstein to craft the perfect Pinot Noir. It's matter of balancing the art and creativity of winemaking with the rigour and objectivity of scientific discovery."
Tamar Ridge's winery operations are located at the company's 134ha Kayena Vineyard, just 12 km inland from Bass Strait. The site was shortlisted as a finalist in the Young Gun of Wine Top Vineyards awards. The vineyard itself is home to 22 clones of Pinot Noir.
"The vineyard's close proximity to Bass Strait warms winters, cools summers, and allows the slow flavour development in Pinot Noir that rewards us with vibrant acidity.
"Tasmania is one of the few places in Australia where you can make consistently great Pinot Noir," Wallace concludes.
The Tamar Ridge and PIRIE Tasmania cellar door is open seven days, from 10am to 5pm.
Bookings are required for all tasting experiences on the site at 1A Waldhorn Drive, Rosevears, Tasmania.
Click here for more information and visitor reservations.
Last page update: 8 August 2026