Carlsberg Marston’s Brewing Company (CMBC) is proving that there’s nothing more important than personality as it unveils a new look for its Hobgoblin brand, which showcases the iconic Hobgoblin character.
Hobgoblin’s new visual identity puts the brand’s namesake colourful character in the spotlight, prominently featuring this iconic figure across the brand’s packaging and marketing in more vivid detail than ever before.
The updated new design has been tested extensively with premium ale drinkers to ensure the brand has standout on shelves and on the bar. Sentiment towards the new design has been overwhelmingly positive, with drinkers seeing the new identity as more modern, eye-catching and characterful, whilst honouring the unique and mischievous essence of Hobgoblin1.
One of the UK’s most recognisable beer brands, Hobgoblin has both the highest volume share and highest pack share in premium ale2. A fan favourite with an immensely loyal following, Hobgoblin also has the highest buyer share in premium ale, with almost 1 in 3 of all premium ale shoppers choosing Hobgoblin3.
To support the new look, CMBC will be activating the Hobgoblin brand in major retailers in a standout new campaign, set to roll out later this year. In On Trade outlets refreshed Point of Sale is set to draw even more attention, including a new bespoke hand pull. The refreshed Hobgoblin will begin to creep its way onto shelves and in the On Trade over the coming Autumn period, to provide the ideal companion as those darker nights draw in and Halloween edges around the corner.
Jo Marshall, Director of Marketing, Craft & Ales at CMBC, said: “Our vision is to bring true personality to the Premium Ale category, and what better way to start than with the best-known character in British ale, our inimitable Hobgoblin himself?
“Our new visual identity takes inspiration from our rich history, but reinvigorates our goblin as a modern, characterful personality to win over new drinkers far and wide. For our brand loyalists who have been with Hobgoblin for many years, have no fear – we may have a new look, but we’re still proud to be ugly!”
CMBC is one of the leading cask brewers in the UK, with a strong and diverse portfolio of ales, including other well-known names like Wainwright, Shipyard and Marston’s Pedigree. The brewer is putting significant investment towards retaining current drinkers, whilst also bringing new drinkers into the ale fold and adding excitement and enthusiasm to the category with new campaigns, new packaging and other innovations to come.
This includes through the launch of CMBC’s Fresh Ale, supporting publicans to extend their ale offering by providing a high-quality, brewery conditioned ale with a shelf-life of up to 14 days. Hobgoblin IPA is one of the first brands in the style, which aims to entice new and familiar drinkers back into the On Trade to enjoy traditional ale, support pub culture and ensure the longevity of Britain’s iconic ales.
ENDS
Notes to Editors:
Footnotes
1 Bespoke Vypr study for Hobgoblin with 500 Premium Ale consumers, fieldwork 20th-21st November 2023
2 Kantar Take-Home Panel 52w/e 09 June 2024, Premium Ale as defined by CMBC
3 Kantar Take-Home Panel 52w/e 09 June 2024, Premium Ale as defined by CMBC
About CMBC
Carlsberg Marston’s Brewing Company (CMBC) is one of the UK’s largest brewers and the leading UK brewer of cask ale. With a brewery and logistics network covering the whole of the UK, we are a home of brewing expertise, defined by our combined 300 years of heritage in beer and strong values.
Our portfolio spans World Beer brands, premium lager and beloved ales, including iconic names Carlsberg Danish Pilsner and 1664 alongside cask favourites like Hobgoblin and Wainwright and rising stars 1664 Blanc, Poretti and Brooklyn Craft beers.
With an enviable selection of low and no alcohol options such as Carlsberg 0.0, Brooklyn Special Effects and Erdinger Alkoholfrei, we champion exceptional brews that are exciting drinkers everywhere, whatever their taste.
But our mission goes beyond beer. Every one of us has a passion for making a difference – delivering outstanding service to our customers, investing in our people, innovating to reduce our sector’s impact on the planet and creating positive benefits for the communities we operate in.
We are Carlsberg Marston’s Brewing Company. Brewing For a Better Today and Tomorrow.
Discover more at: https://www.carlsbergmarstons.co.uk
About Hobgoblin
Crafted with character, Hobgoblin is an award-winning, British ale that captures the imagination and delights the tastebuds. First brewed almost 30 years ago when our iconic Hobgoblin burst his way into the spotlight, we’ve been packing every touchpoint with personality, launching fantastic new products, and giving beer drinkers delicious brews to savour ever since.
With hoppy, intense flavours and a truly unmistakable look, these are beers that are proud to be themselves, to be enjoyed by those that appreciate a great ale when they try one. Though we may have a bit of mischief in our nature, we’re passionate about brewing the best for ale aficionados of every taste. From our refreshing, easy-drinking Hobgoblin Session IPA to our classic, legendary Hobgoblin Gold, Hobgoblin provides our many loyal fans with an unmatched selection of premium ales for every occasion.
Please find an image to accompany the release, linked here.
Media Contact: Edward Halliday, Edward.Halliday@carlsbergmarstons.co.uk
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