Hobgoblin gets new brand identity

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 Hobgoblin.

One of the UK’s most recognisable beer brands, Hobgoblin has both the highest volume share and highest pack share in premium ale. 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.