Carlsberg Marston’s Brewing Company (CMBC) has unveiled a new design for Hobgoblin.
The new visual identity puts the brand’s namesake colourful character in the spotlight, prominently featuring the iconic figure across the brand’s packaging and marketing.
The updated design has been tested extensively with premium ale drinkers to ensure the brand has standout on shelves.
“Sentiment towards the new design has been overwhelmingly positive, with drinkers seeing the new identity as more modern, eye-catching and characterful, whilst honouring the unique and mischievous essence of Hobgoblin,” said CMBC.
To support the new look, CMBC will be activating the brand in major retailers in a standout new campaign, set to roll out later this year.
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!”
CMBC is putting significant investment towards retaining current drinkers, whilst also bringing new drinkers into the ale fold and adding excitement and enthusiasm to the category with new campaigns, new packaging and other innovations to come.
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