Here's your MATCH! BEERS Boags Premium Lager Who is James Boag? Well, you discovered him long ago, and since then he’s become a close friend. You remember the days when only the closest to him admired him. Now he’s everywhere, and every space around is packed with more models, hipsters, and brands than you can shake a Premo at. It's not hard to debate his cool-factor or, by association, yours.