Hobgoblin gears up for Halloween

Refresh UK is looking to make its Hobgoblin brand the "official" beer of Halloween, as the brand owner looks to capitalise on the ale's growing popularity.

According to Rupert Thompson, chief executive of Refresh UK, sales of the beer, which is brewed at the Wychwood Brewery in Oxfordshire, grew by more than 30 per cent last year.

While much of this may well be down to the brand's "What's the Matter Lagerboy?" advertising, Mr Thompson said he was now keen to focus on Halloween as a key marketing opportunity, in much the same way as Wells & Young's Bombardier brand does with St George's Day.

"Halloween is a great opportunity for us" said Mr Thompson. "We already have 3,000 outlets stocking Hobgoblin over Halloween and we have even developed a special pump clip for the occasion."

Speaking at a press briefing at the Wychwood Brewery, Mr Thompson also revealed some work had been done on Manns brown ale, with the company looking to reintroduce it to customers as a mixer.

The 2.8 per cent ale was first launched in 1902 as a mixer to add carbonation, texture and flavour to draught bitter.

Refresh UK is now looking at mixing the product with a range of spirits from Pernod to Tia Maria in order to freshen up its appeal.

Mr Thompson also said that during the summer months the brewer will encourage retailers to serve Manns over ice to provide a refreshing alternative to some of the more popular summer drinks.