Hobgoblin's cheeky take on Halloween

Hobgoblin, the British strong dark ale from Wychwood that ruffled features a few years back with the strapline, “What’s the matter lagerboy, afraid you might taste something?” is at it again, building on a natural affinity between the brand’s mythical imaging and Halloween.

Styled by Wychwood brewery owner Refresh UK as “the unofficial beer of Halloween”, Hobgoblin packaging has been “Halloweened” including a special limited edition label. All packaging offers consumers the chance to win £1,000 or to purchase glow-in-the-dark T-shirts that are discounted by product purchase.

Hobgoblin is now in its fourth year of “unofficially sponsoring Halloween”, a stance that fits in with the brand’s bit-rebellious attitude. “We thought if it was the official beer it would be a bit dull,” said a spokesman. “”But it’s far more fun to be the unofficial beer of Halloween.”

The promotion is growing: in 2006 Wychwood sent out 2,000 Halloween POS kits to publicans; this year the number has doubled to 4,000. The promotion is backed by two weeks of national press advertising.

There’s additional national exposure for the brand with an on-line pumpkin carving competition. Entrants can post their well-crafted works of pumpkin-flesh art at www.wychwood.co.uk for a chance at £250 worth of Wychwood beers and/or merchandise.