Ei partners with Hobgoblin to capture Halloween spirit

Oxfordshire-based Wychwood Brewery has dubbed its 5.2% ABV brown ale the “unofficial beer​ of Halloween”.

A special edition ‘Come to the Dark’ website has been set up for customers to find their nearest haunt stocking Hobgoblin this autumn.

More prizes are up for grabs for customers who share the location of their local on Facebook, including brewery tour tickets, mini kegs, T-shirts and glassware.The website links to an online game offering the chance to win up to £5,000 in cash.

Pubs that purchase two nine-gallon barrels of Hobgoblin or Hobgoblin Gold will receive a special edition pump clip and free brewery glassware to kick off the trading opportunity.

New crowds

Ei Group​ commercial director Paul Harbottle said the spooky season was an important one for trade and the partnership would appeal to a new crowd of punters.

He explained: “Halloween is a key trading occasion for pubs, so to team up with Hobgoblin during this busy period offers something different and hopefully drives increased footfall. 

“Hobgoblin is a great brand with a loyal following, so for our pubs stocking the beer over the Halloween​ season it provides a real opportunity to boost sales and attract new customers.

Alexander Harrison, brand manager at Marston’s, which owns Wychwood Brewery, added: “It’s fantastic to join forces with Ei Publican Partnerships on this initiative to make the most of the trading opportunity Halloween offers publicans.

“Halloween continues to grow in popularity and having a beer like Hobgoblin on the bar can really capture the spirit of the season for drinkers.”