Source: Marston’s

It is the first new look for the brand in 31 years

Marston’s has unveiled an all-encompassing rebrand for its Hobgoblin range – the first for the brand in 31 years.

A new look has been rolled out across cans and bottles of the beer, which will hit shelves from 1 November. 

The move would “make the brand more accessible to new consumers”, said Hobgoblin marketing manager Joanne Wyke, adding it was “just the beginning of the journey we want to take our consumers on”. 

Retail sales of Hobgoblin took a turn downwards over the past year, dropping 5.9% to £19.2m – though the brand is still Britain’s sixth-bestselling ale brand [Nielsen 52 w/e 7 September 2019].

Marston’s teamed up with design agency Butcher & Gundersen for the Hobgoblin revamp. The agency’s creative director, Zeffy Dougekou, called it ”one of the most challenging projects” it had undertaken.

“The legendary Hobgoblin character is an essential part of its identity and we wanted to simplify the brand, retain mythical associations, but focus on a more contemporary look to help it reach a new audience.”

2020 will see Marston’s revamp its entire Wychwood beer portfolio, which as well as Hobgoblin includes brews such as Dr Thirsty’s. Dryneck and Goliath.