2005 – the Year of the Hobgoblin

2005 has become a year to remember for Wychwood Brewery’s Hobgoblin. It is now one of the fastest growing bottled ales in the UK market and has achieved a 31% growth over the last twelve months*, becoming the 5th best-selling 500ml premium bottled ale in multiple grocers.

During the last 18 months, Hobgoblin has diversified its packaging formats as part of the brand’s continuing strategy for growth. This has seen the widely distributed single bottle format joined by a 4 bottle pack, Christmas gift packs and the new 500ml can 4 pack – a first for the brand. As from late July, Hobgoblin will also be introducing its first ever ‘8 x 500ml bottle pack’, which will be available in Sainsbury’s, priced at £9.99.

James Coyle, Sales Director at Wychwood Brewery comments:
“Hobgoblin’s deliciously dark flavours and quirky advertising have really hit the spot with consumers over the last year. Its ‘What’s the matter Lagerboy’ advertising has achieved a cult following and reinforced the fact that Hobgoblin is different, with no other bottled beer like it in the market.

“The Premium Ale market is developing a momentum as customers prove themselves eager to try beers with flavour and character. Offering a number of different packaging formats gives greater choice to the consumer and encourages new drinkers to sample and appreciate Hobgoblin’s special style.”

Hobgoblin is a full-bodied 5.2% brew, with delicious chocolate toffee malt flavours and is brewed by Wychwood’s Head Brewer, Jeremy Moss, who has just had the honour of being crowned The All Party Parliamentary Beer Club’s Brewer of the Year.

*AC Nielsen to June 05. The brand is number 5 in 500ml by volume and value in supermarkets.

Editors’ notes:

1. Hobgoblin in single 500ml bottle is available in all major supermarkets and off licences. RRP £1.79

2. Hobgoblin 4 bottle pack is listed in Asda and will be rolled out across Sainsbury’s from August. RRP £5.99

3. Hobgoblin Christmas gift packs. Exclusive t-shirt pack available in Sainsbury’s (RRP £7.99) and branded glass packs available in Co-op stores and other retailers (RRP £4.99) from October.

4. Hobgoblin 4 x 500ml cans were launched in May 2005 and are now on sale in Sainsbury’s and Tesco, with a new listing in Asda from the autumn. RRP £4.99

5. New Hobgoblin 8 x 500ml bottles in Sainsbury’s from late July. RRP £9.99

For further information please contact Katherine Robbins at R&R Teamwork on 020 7384 1333 or katherine@randr.co.uk