Hobgoblin drives up sales

“The Legendary Hobgoblin, deliciously dark beer”, is the catchphrase on the flanks of Wychwood Brewery’s newest dray, which has been introduced by the innovative Oxfordshire brewer to help drive sales of Hobgoblin countrywide.

Two years after the Wychwood Brewery was expanded to act as the new home for Wychwood’s and Brakspear’s beers, sales of Hobgoblin have risen by over 30%, with a range of new packaged formats introduced including 4 packs, cans, and gift packs. In addition, new markets have been opened up successfully in Canada, Scandinavia, Russia, Italy and the Americas.

Rupert Thompson, managing director of Wychwood, comments:

“Hobgoblin is a brand with attitude, for those who are rebelling against mass market beers and who want something a bit more interesting and with more flavour.

Hobgoblin’s iconic ‘Afraid of the dark, lagerboy?’ advertising campaign has really hit the spot, challenging lager drinkers to try the wonderful, moreish flavours of our deliciously dark ale. The ‘Lagerboy’ ads have encouraged new drinkers to sample Hobgoblin for the first time and its special, tempting flavours have clearly impressed them.

“We are running the “Afraid of the dark Lagerboy” ad again this autumn so as to attract more lagerboys into the ‘deliciously dark’. We did have one or two complaints from lager drinkers about the advertising, but I am delighted to say that the ASA proved they have a sense of humour and see it as a tongue-in-cheek way of communicating a serious point about taste differences.”

For further information, contact Katherine Robbins on 020 7384 1333 or Rupert Ponsonby at rupert@randr.co.uk