The new cask launch is already in progress, with the goal of making Hobgoblin Session IPA accessible to operators nationwide.
This move comes as Hobgoblin is experiencing a surge in popularity, both in pubs and shops. Sales of Hobgoblin cask volumes have risen by 76% year-on-year in pubs. This is in contrast to the overall cask category, which has seen a decline of 6.7%.
Hobgoblin Session IPA was the fastest growing national ale brand in a 12-week period ending in October 2024, with its distribution more than tripling over the past year.
Carlsberg Marston’s Brewing Company (CMBC) director of marketing Jo Marshall described Hobgoblin Session IPA as “a fantastic beer”.
Beer flavours
According to Marshall, at 3.4% ABV, it gives “an intense and hoppy flavour with a fresh, zesty aroma.”
She highlighted the beer’s personality and its loyal fan base, drawing parallels with the Hobgoblin brand.
Hobgoblin launched a new look in August last year, which aimed to bring personality to the premium ale category, according to CMBC.
Marshall emphasised the positive consumer reaction to the brand’s change, which aimed to amplify the Hobgoblin character for greater prominence in bars.
She said: “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.”
Attracting new fans
The introduction of Hobgoblin Session IPA in cask provides operators and their customers with a wider selection, as a result the company anticipated attracting new cask enthusiasts with this latest addition to the range.
In March last year, CMBC launched ‘Fresh Ale’ - a produce that allows licensees to serve cask-style beer in keg format.
The Campaign for Real Ale (CAMRA) labelled the dispense method as ‘handpump hijack’ and reported CMBC to Trading Standards.
However, some industry voices suggested the launch could help the cask category.
