Wychwood Brewery’s premium ale brand Hobgoblin is celebrating Cask Ale Week by launching its award-winning IPA into cask, alongside a new integrated marketing campaign to raise awareness and consideration for the Hobgoblin brand. The launch follows the beer’s phenomenal growth over the past year.
Initially launched in bottle and keg formats, the 4.5% ABV craft cask ale is brewed to a classic IPA recipe with Fuggles, Goldings and Styrian hops and the addition of some mighty American hops.
As a premium ale brand that’s considered by many as the original craft beer, Hobgoblin carries enormous brand equity capable of driving consumer demand. The brewer expects the launch of Hobgoblin IPA into cask will help deliver a higher return on sales for pubs at a time when they desperately need it.
Prior to the Covid-19 pandemic, the Cask Ale sector was worth £577million* and contributed to 72,500 jobs in the UK, with 1 in 9 pints sold in pubs being a cask ale. It has taken a huge hit since, with estimates suggesting volumes were down by 70% in the 12 months to February 2021.
Joanne Wyke, brand manager for Wychwood brewery and Hobgoblin at Carlsberg Marston’s Brewing Company, commented: “Market trends show us consumers are willing to upgrade and premiumise their drinking choices. We think there’s a massive opportunity to combine the strength of the Hobgoblin brand with the market opportunity to excite consumers and satisfy demand for different taste experiences.”
“We’re incredibly excited to be launching Hobgoblin IPA in cask – and Cask Ale Week is the perfect occasion for Hobgoblin to stay true to its brand values, cause a bit of mischief and shake things up for everyone.”
In addition to launching its IPA in cask and to coincide with Halloween celebrations, Hobgoblin is also launching its latest integrated marketing campaign. Under the strapline ‘Best Sipped in the Dark’, the campaign will play across multiple media channels, including fly posting, D6 digital screens, high impact glow in the dark murals, experiential and social media platforms including Facebook, Instagram and YouTube.
For the first time ever, the beer brand will also be running some focused communication through live streaming service Twitch to drive video views and engagement to a highly relevant yet untapped gaming audience.
Wyke said: “Halloween is our busiest time of year and consumer spending on Halloween has almost doubled since 2013 to become the second biggest drinking occasion after New Year’s Eve. As the unofficial beer of Halloween we’re once again this year going for it in true Hobgoblin fashion.”
Hobgoblin’s brand-new campaign launches 20th September and runs through until 31st October.
NOTES TO EDITORS
Hobgoblin IPA cask will be available in pubs from 24th September.
As 2021 World Beer Winner for best English IPA, Hobgoblin is one of the UK’s fastest growing premium ale brands, selling over 50 million pints annually.
About Carlsberg Marston’s Brewing Company
Carlsberg Marston’s Brewing Company is one of the newest, historic brewers in the UK. Formed out of a joint venture between Carlsberg UK and Marston’s PLC, who are both shareholders, the brewer combines over 300 years of shared values, history and heritage in UK brewing.
The brewer provides its customers and consumers with an unrivalled portfolio of lagers, ales and craft beer brands from the very best of two master brewing teams, plus those under license from valued partners. These include lagers such as Carlsberg Danish Pilsner, Carlsberg Expørt and Poretti; premium cask and packaged ales, including Hobgoblin, Marston’s Pedigree, Tetley’s, Wainwright and 61 Deep; brands under license including San Miguel, Estrella Damm, Shipyard, ERDINGER, Warsteiner and Kirin; a broad selection of alcohol-free beers; plus distribution of the Brooklyn Brewery and London Fields Brewery craft portfolios.
Carlsberg Marston’s Brewing Company also owns and operates a brewery and distribution network across the UK, including the Carlsberg brewery in Northampton; London Fields in Hackney; Marston’s in Burton upon Trent; Banks’s in Wolverhampton; Wychwood in Witney, Oxfordshire; Jennings in Cockermouth, Cumbria; Ringwood in Hampshire; and Eagle in Bedford; plus a National Distribution Centre in Northampton and 11 UK-wide distribution depots.
Press release from Hobgoblin
T: +44 (0) 7544 657632