Carlsberg Marston’s Brewing Company (CMBC) has unveiled a new look for its Hobgoblin beer brand.
It features the Hobgoblin figure across the brand’s packaging and marketing in more vivid detail. The updated new design has been tested with ale drinkers to ensure the brand has standout on shelves and on the bar. The company noted that sentiment towards the new design has been overwhelmingly positive, with drinkers seeing the new identity as more modern, eye-catching and characterful.
To support the new look, CMBC will be activating the Hobgoblin brand in major retailers in a new campaign set to roll out later this year. In on-trade outlets, the brand will introduce refreshed point of sale, including a new bespoke hand pull.
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!”
