Hobgoblin IPA took over the new Oxford Circus store of JOVOY Parfums Rares to launch the new robustly-hopped addition to the Hobgoblin family of beers.
Hobgoblin IPA is a bold brother to Hobgoblin Ruby, Britain’s 2nd best-selling premium bottled ale; and to the pale zesty Hobgoblin Gold which was launched in 2014. Consumer research shows that the typical IPA consumer is more likely to be female, younger, and geographically spread across the UK.
Hobgoblin IPA is already listed by ASDA, Morrisons and Co-op, with wider on and off-trade distribution for 2018.
The event showcased the know-how of perfume educator, Odette Toilette, and of hop guru Simon Yates of Marston’s Brewery as they investigated the cross-over between the essential oils used in perfumes and in beers.
Oils made with Hobgoblin IPA’s seven hops had been paired by Jovoy to seven of their perfumes:
- Citra (US) notes of mango, laurel, grapefruit, pineapple: with Bombay Bling by Neela Vermeire Creations
- Centennial (US) notes of rose, Earl Grey, mint, chocolate dust, green banana: with Aurore Nomad by The Different Company
- Mosaic (US) notes of strawberry, raspberry, peppermint, ylang ylang, cooked fruit: with Isvaraya by Indult
- Chinook (US) notes of lilac, tobacco, candied orange, geranium, lavender, tea: with No Sport by La Parfumerie Moderne
- Styrian Goldings (Slovenia) notes of geraniol, wood, pine, melon, forest floor, patchouli leaves (mint): with Copal Azur by Aedes de Venustas
- Goldings (UK) notes of cedar, sweet spice, citrus, ginger, tamarind, cardamom: with Fugit Amor by Jul et Mad
- Fuggles (UK) notes of tangerine, sweet orange, floral, passionfruit, mint, sherbert: with Katana by Atelier Flou
Guests were challenged to create a hop perfume for a 40year old man from any selection of the seven hops. The most popular hops chosen for this role by women were Styrian Goldings, Fuggles and Centennial/Chinook; whereas the order for men ran Fuggles, Styrian Goldings and Mosaic. The competition was judged by Oli Marlow of JOVOY, and mirrored the consensual preference for Fuggles as their base.
Hop expert and brewer Simon Yates explained: “Brewers used to treat hops merely as a preserver of beer and as a condiment. We had insufficient awareness of what each hop could do, its own unique capability in the brewhouse and its own flavour. But by brewing so many single hop varietal beers, our brewers at Marston’s have gained awareness of how each hop needs to be treated so as to make it dance: And the essential oils in each hop are a major part of this. In the past, brewers just talked about hops being high alpha acid, aroma hops (low alpha) or dual purpose; but we now realise that this classification was naïve. The JOVOY tasting with hops and perfumes has taken us to new heights.”
Lizzie Ostrom (Odette Toilette) commented:
“I was not surprised by the results. One of the women’s favourites, Centennial, reminded me instantly of a ‘fruitchouli’ perfume which has been the runaway dominant style in female scents for the past few years, in fact ever since Angel launched in 1992! The term refers to the combination of fruit and patchouli. Whereas the men preferred Fuggles which is leaner and greener, and possibly more attuned to masculine launches. It’s interesting that both enjoyed the Styrian Golding. I found this to be very earthy and like incense, which is a popular theme in unisex scents.
“Hops make for a captivating, if unexpected marriage with the world of perfume. We may not want to dab IPA on our wrists, but nosing a glass helps us to appreciate many of perfume’s more elusive notes.
“The essential oils in hops are rich in terpenes, important aromatic compounds, which form the building blocks of many fragrances. Hobgoblin’s punchy Citra hop contains a delicious kick of Linalool, which is also found in lavender and bergamot. It’s one of the most versatile materials in perfumery, helping to build a floral or woody theme. The Myrcene in the Mosaic hop has ylang-ylang notes, which carry across to some of the most fashionable recent fragrance launches; plus, the fragrance houses use myrcene to produce many other ingredients. And Farnesenes, heavily dosed in the Styrian Golding hop, are key to the scent of gardenia.”
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