Hobgoblin launches Amber Beer as brand growth defies category trends

• Product: Hobgoblin Amber Beer
• Supplier: Carlsberg Britvic
• ABV: 4.5%
• RRP: £1.75 (500ml), £6.20 (4x568ml)
• Available: TBC

Carlsberg Britvic has expanded its Hobgoblin ale range with the launch of an Amber Beer variety to capitalise on market trends.

Available now from Tesco and with further retail availability to be announced in the coming months, the new ale is available in 4x568ml cans and single 500ml bottles.

Its launch comes as Hobgoblin is in growth despite a category downturn. The brand has seen a value sales rise of 13.9% in the past year, while overall premium ale value sales are down by 6.4%, according to Nielsen.

Crafted cider continues to be key to growth, says Westons report

Jo Marshall, director of marketing for ales and craft at Carlsberg Britvic, said: “Hobgoblin Amber is a refreshing and tasty ale which offers drinkers a new flavour experience, perfect for spring. We know when people shop for ales, they shop by either brand or style of beer, so we wanted to give them everything they are looking for with Hobgoblin.

“Amber is the best-performing ale style in the market and Hobgoblin is the best performing premium ale brand with our market share, having increased from 10% of total premium ale to a whopping 12.17% in the past year.”

Read more product news