Apparel sales for the popular ale and beer-turned lifestyle brand, Hobgoblin are surging to over £1m at retail thanks to the success of a licensing programme spearheaded by the licensed clothing specialist, Poetic Brands.
The rising popularity of the brand has followed a recent overhaul of the IP’s positioning within the market. Overseen by its licensing agency, Licensing Management International, the Hobgoblin brand is now ‘sporting a modern and more creative look.’
Launched in 1988, Hobgoblin is one of the UK’s fastest growing premium beer brands, and boasts a social following of some quarter of a million engaged consumers. The multi-award winning beer range has received accolades such as World’s Best IPA and the World Beer Awards, and boasts, according to LMI, a 94 per cent consumer brand awareness.
It’s from a strong standpoint that the brand has undergone its relaunch, landing within the licensing space in November this year with the tagline, New Look, Still Ugly.
“Born out of the notoriously characterful and eccentric Wychwood Brewery, Hobgoblin doesn’t follow populist fashion, doesn’t aim to please and doesn’t even pretend to be ‘normal’”, read a statement from LMI.
“Fearless, defiant, challenging, brutally honest, and extraordinary in every way; Hobgoblin sits on the outside of a conformist world.”
The Hobgoblin brand will continue to be positioned as the Unofficial Beer of Halloween, and will continue to be heavily involved in the music scene with commitments already in place with Bloodstock and Witney Music Festival in 2020.
LMI has now put the call out for further potential partners for the brand as it builds on the new look and licensing push.