A fully kitted out van will be visiting Birmingham, Hull, Liverpool, Bristol and Southampton throughout February, treating people to the “ultimate hobgoblin experience.”
As well as sampling the ale visitors will get a picture of themselves “hobgoblinized,” a t-shirt and can video their review of the brew, which will then be entered into a competition to win a year’s supply of Hobgoblin.
Kits promoting the drive are available to all UK pubs and will be given free to licensees buying 2x9s of Hobgoblin. They will consist of bar runners, tent cards, t-shirts and drip mats.
Inform and excite
“This tour is set to educate, inform and excite consumers in the UK about cask ale and will give more people accesses to cask,” said marketing manager, Chris Keating.
“After all, when it comes to banging a drum and getting drinkers to think differently then there’s no brand better than Hobgoblin to lead the charge.”
“The Marston’s- owned brewery said social media, particularly Twitter and Google Maps, which will be used to track the most obscure locations Hobgoblin has been drunk.
“What we’ve seen in the industry over the past few years in regards to cask ale consumption is really quite staggering,” Keating added. “However, it’s important that we don’t simply rest on our laurels. For many drinkers cask ale still isn’t at the forefront of their minds – we want to change that.”
Earlier this month Marston's Christmas results showed a drop in ale volumes but the brewer said that growth in premium ales at helped operating margins.