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 20^th September and runs through until 31^st October.

*https://0501.nccdn.net/4_2/000/000/023/130/appbg_caskenomics_2021.pdf