Crafted with character, Hobgoblin is an award-winning British ale that captures the imagination and delights the tastebuds. First brewed almost 30 years ago when the iconic Hobgoblin burst his way into the spotlight, the brand has continued to innovate with new product launches, culminating in a brand refresh in 2024 to bring new fans into the Hobgoblin fold.

The cask launch is already rolling out to make Hobgoblin Session IPA available to operators across the country. The move reflects the increasing popularity of Hobgoblin in both On and Off Trade, with sales of Hobgoblin cask volumes up 76% YOY in the On Trade, compared to a cask category that is down 6.7%*. In the Off Trade, Hobgoblin Session IPA was the fastest growing national ale brand in a 12-week period up to the end of October 2024** and has more than tripled its distribution over the past year.

Jo Marshall, Director of Marketing for Ales and Craft at Carlsberg Marston’s Brewing Company (CMBC) said: “Hobgoblin Session IPA is a fantastic beer; at 3.4% ABV it’s refreshing and sippable, but with an intense and hoppy flavour while delivering a fresh and zesty aroma. Like the iconic Hobgoblin itself, our Session IPA is full of personality and has already built a following of loyal fans across the UK. 

“We’ve been thrilled with the response to Hobgoblin’s updated look which we launched in Autumn last year, unapologetically dialling up our Hobgoblin character to make the product stand out even more on bars. We’re now able to offer even more choice to operators and their customers with the launch of Hobgoblin Session IPA in cask. We look forward to winning over even more new fans to cask with this newest offering from Hobgoblin.”

* Source: CGA OPMS Data QTR to P11 (w/e 02/11/2024)
** Source: Nielsen Discover Data to 30/10/2024