To celebrate the new James Boag's brand positioning of 'Rugged to Refined', we created a world-first in technology and innovation, The James Boag Meterorphonium.

The Meteorphonium is a groundbreaking instrument that transforms live environmental and meteorological data into a stunning musical symphony, in real-time. We worked with award-winning composer, sound designer, artist and audio specialist, Nick Ryan to create it.

The Meteorphonium was unveiled in the heart of Tasmania's rugged environment, before making its public debut in the more refined setting of The Birdcage at Melbourne Cup.