Wychwood cuts Hobgoblin abv to 4.5%
Wychwood has decided to reduce the alcoholic strength of Hobgoblin cask ale to 4.5% abv from 5%.
The decision has been taken in order to produce a more sessionable beer.
It is a return to the past as Hobgoblin was brewed to 4.5% before Rupert Thompson's Refresh took over the brewery in 2002. It made the switch to a stronger 5% abv in October 2003.
The bottled version will remain at 5.2% abv.
"We are very confident this move in abv to 4.5% will encourage new drinkers, widen the brand's potential and drive sales of Hobgoblin in more outlets," said Wychwood managing director Rupert Thompson.
"We have made bold moves with the brand in the past and this is another but we are sure it will be welcomed by drinkers and also by licensees as the wholesale price will lower to be in line with other similar strength beers."
He added: "Sales of cask Hobgoblin have grown almost 50% since we last reviewed the brand back in 2003.
"But more recent feedback from customers has indicated that many lovers of the beer felt it slightly too strong to be sessionable in a sociable pub environment."
Wychwood's head brewer, Jeremy Moss, will be using the same ingredients for both cask and bottle.
"Due to the inclusion of so many dark malts we are able to adjust the abv without affecting the body and flavour of the cask beer and this has been endorsed by brewing for export markets where the draught abv is already 4.5%," he said.
New Point of Sale material to support the move includes a new cask pumpclip which refers to the "Legendary Ruby Beer" rather than a "Strong Dark Ale".
