Our reimagined Hobgoblin balances his visual legacy with a contemporary, bold edge, creating a character that puts his authentic perspective and storytelling potential front and centre. We created a highly expressive VBI centred on moving him from storybook drawing to a living breathing character that interacts with his environment in fun and mischievous ways. We then brought this to life across new extensive packaging full of surprise and delight details drawn from the depths of the forest where he lives, and point-of-sale materials across the on and off trade to bring the idea to life. We’re not just refreshing our look — we’re sparking an ale renaissance that champions depth of character over surface-level appeal.

Join our Hobgoblin in celebrating the art of being brilliantly different while remaining true to oneself. Whether you’re unwinding after a long day or raising a pint with mates, let Hobgoblin inspire you to embrace your inner uniqueness. After all, in ale as in life, true beauty always lies within.