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8th September 2020

Hobgoblin, the Unofficial Beer of Halloween launches most inspired and far-reaching campaign, ever

Under the strapline ‘Best Sipped in the Dark’, Hobgoblin’s four month August to November campaign will play across multiple media channels: fly posting, D48s, digital screens, banners, murals, experiential, social media and PR.

Considered by many as the original craft beer*, Hobgoblin is Britain’s third biggest selling Premium Bottled Ale, and will this year be activating a Hobgoblin campaign like no other.  For Halloween 2020, Hobgoblin is revealing interactive UV/ glow in the dark murals in London, taking advantage of the earlier day transitioning into night. This is supported with out of home executions in city centres across all key regions – Birmingham, Leeds, Liverpool, and Manchester – and targeted social advertising to provide national reach.

Over the Halloween weekend, various social media platforms (including Facebook, Facebook Live, Twitter, Instagram, Spotify, YouTube and ZOOM) will host the inaugural Hobtoberfest.  This virtual festival weekend of activities is set to entertain consumers with tattoo and art giveaways, a festival home brew challenge, mixologist-led beer cocktail tutorials, and an extraordinary eating session.

Hobgoblin’s Marketing Manager, Joanne Wyke comments:

“Consumer spending on Halloween has almost doubled since 2013 to become the second biggest drinking occasion after New Year’s Eve, and the third most popular retail event after Easter and Christmas. 77% of millennials spend specifically on Halloween, and it over indexes with females.  49.5 million pints of Hobgoblin has sold in the UK in last 12 months, and during lockdown the beer has delivered phenomenal growth, proving its status as a trusted national brand.  This Halloween we’re really going for it in true goblin fashion, to excite existing Hobgoblin drinkers and to reach out to the unconverted.”

The Hobgoblin campaign will also build on the worldwide success of Hobgoblin’s ‘Ant Vermouth’ cocktails of 2016 by hosting a four-course ‘Best Sipped in the Dark’ dinner at acclaimed Pidgin restaurant in London’s Hackney.  Restaurateur James Ramsden has created a Halloween Week Menu that is full of surprises – pairing the four Hobgoblin beers with bespoke dishes including:

  • Beef and Cricket Larb, spiced raw beef with spicy crispy crickets and lettuce
  • Cricket Flour Blinis, with soured cream, smoked salmon, caviar and fried crickets
  • Grasshopper Gougeres, cheese puffs stuffed with a grasshopper ramp’ant and finished with garlic and parsley butter
  • Buffalo Worm Truffles, chocolate and cherry truffles coated in a crispy buffalo worm and hazelnut praline

In addition, ‘Hobgoblin Beer and Bugs’ Snack Packs will be available to purchase online from the Hobgoblin shop with:

HOBGOBLIN GOLD: Sweet Chilli & Lime Crickets. A party-time combination

HOBGOBLIN RUBY: Smoky BBQ Crickets. A gently dreamy combo

HOBGOBLIN IPA: Peri Peri Crickets. A combo for a deep chair and a roaring fire

HOBGOBLIN KING GOBLIN: Salted Toffee Crickets. A combo for late night films

All of the Halloween campaign content will be hosted on the Hobgoblin website:


*MBC Eureka! Survey 2020

For more information, contact Natasha Najm []