In a significant evolution for one of the Hunter region's most recognisable names, Murray's Brewery at Bob's Farm has officially rebranded to B Farm, marking a strategic shift from a craft beer hub to a multifaceted lifestyle destination. The move, confirmed in January 2026, sees the beloved brewery expand its offerings to include glamping accommodation, a tiny home, an on-site skincare range, and unique dining experiences, directly responding to changing consumer habits during the cost-of-living crisis.
More Than a Brewery: The Birth of a Lifestyle Brand
The Howe family, who purchased the Bob's Farm property in 2008, initially fostered a popular brew pub atmosphere that became a local congregation point and celebration venue. According to Ashleigh Howe, daughter of founder Murray Howe, the core spirit of Murray's remains integral to the new venture. "Murray's hasn't gone anywhere, Murray's lives at B Farm and will always be the history of what the B Farm brand is," Ms Howe stated. She described B Farm as a purpose-driven destination designed to engage visitors through workshops, accommodation, and events, moving beyond casual dining.
Experiences Over Meals: New Offerings at B Farm
With patrons seeking more value for money, B Farm is pivoting to curated experiences. The property now features:
- Unique Accommodation: Glamping sites and a tiny home for overnight stays.
- Diverse Dining: From high tea and wood-fired pizza in Murray's beer garden to a new farm-to-fork feast with roasted meats and vegetables.
- Retail Expansion: An in-house skincare range, a forthcoming homewares line, and a perfumery.
- Animal Nursery: A working farm environment with ducks, geese, chickens, miniature donkeys, and rare-breed sheep.
Ashleigh Howe explained the shift: "In order for the business to thrive, we needed to adapt and think bigger... People are now looking for experiences." She noted that rising costs necessitate delivering service and value in innovative ways.
A New Membership Model for Loyal Patrons
Mirroring models from the wine industry, B Farm will introduce a membership club. Members will receive seasonal boxes containing the farm's various products, alongside discounts on major monthly events and accommodation. This initiative aims to build a dedicated community around the B Farm brand, offering consistent value and exclusive access.
The transformation of Murray's Brewery into B Farm represents a bold adaptation to contemporary economic and social trends, positioning the Bob's Farm property as a comprehensive destination for experiential tourism in the Hunter Valley. For bookings and further information, visit the official B Farm website.
