Wychwood to drop Hobgoblin ABV

January 15, 2008: Wychwood Hobgoblin is to revert to its historic ABV of 4.5% on draught at the beginning of March. The measure is being taken, according to the brewery, to increase the sessionability of the brand.

The bottled version will remain at 5.2% ABV.

Rupert Thompson, MD of Wychwood Brewery said: "Hobgoblin is now the fifth best-selling premium bottle ale in the country. We are delighted with its growing popularity and would like to see it becoming even more widely available in the on-trade to match the off-trade success.

"Sales of cask Hobgoblin have grown almost 50% since we last reviewed the brand back in 2003. The beer’s moreish fruity chocolaty character and unique image make it stand out as very distinctive beer and in a category of its own.

"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. By returning the ABV to its earlier strength of 4.5%, whilst retaining the winning recipe, a pint of cask Hobgoblin will widen the brand’s appeal in pubs throughout the country.”

Wychwood's head brewer, Jeremy Moss, will be using the same ingredients for both cask and bottle; but he has varied the proportions of crystal and roasted malts so as to give the cask ale’s flavours a longer, more succulent finish.

"In addition, he has increased the quantity of Hobgoblin’s signature Styrian Goldings hops added late in the boil to give the new cask Hobgoblin more hop/fruit aroma and to add complexity and citrus flavours to complement the sweetness of the malts.

He said: "The dark ruby colour and rich, refreshing taste are the hallmarks of Hobgoblin. 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%.

"It has been particularly important to maintain the characteristics which make Hobgoblin special, but we will also be delivering a longer, but equally satisfying flavour and accentuating the aroma.”

New point of sale material to support the move to 4.5% ABV includes a new cask pumpclip which refers to the ‘Legendary Ruby Beer’ rather than a ‘Strong Dark Ale'.

Mr Thompson added: "With our advertising challenge — ‘What’s the matter, Lagerboy, afraid you might taste something’ — Hobgoblin is aiming for drinkers who are looking for more flavour satisfaction and taste in their pint. 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.

"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 publicans as the wholesale price will lower to be in line with other similar strength beers."