In true Hobgoblin style, the brand has taken over National IPA Day to launch IPA keg into the on-trade.
Initially launched in bottle format in November last year Hobgoblin IPA was developed due to the ever-growing popularity of IPA with an appeal and image inclined to recruit some new drinkers into the category. Following the smash success of IPA in bottle the demand for it to be taken into keg by consumers meant it has been on the horizon for a while.
Taking some ownership of the launch day, Hobgoblin in true mischievous style has hijacked National IPA Day as the platform to bring it to the masses. Packed full of aroma and hops the punchy 5.0% ABV keg ale is brewed with Fuggles, Goldings & Styrian hops and then amped up some more by the addition of some mighty American hops. This collision of Old and New World hops is a massive nod to its ancestral roots and is in true classic style of an IPA.
National IPA Day originally kicked off in 2011 has been gaining traction year on year in both the on and off trade and is now a widely celebrated National IPA Day celebrated all over the world. Grabbing the bull by the horns, or even the Hobgoblin by the ears...the brand is taking advantage of the extra interest in IPA on the 2nd August to shout from the rooftops that Hobgoblin IPA is now available in keg.
Sarah Mahoney, marketing manager for Wychwood and Hobgoblin said: "National IPA Day was the perfect opportunity for Hobgoblin to stay true to its brand values and cause a bit of mischief and shake things up for everyone.
"We have listened to our consumers and following the amazing feedback we had on the original bottle launch we have gone and made it readily available in keg format at pubs across the country for everyone that has been shouting about it for a while."
IPA keg will be rolled out across pubs up and down the UK from the first week of August."