At present, the most prolific brand in the beer world, and to my mind, the most cynical example of this is the well-known Hobgoblin brand. Hobgoblin was originally a dark amber, mid-strength, beer produced by the Wychwood Brewery, based in Witney, Oxfordshire. The brewery was known for its character-based label artwork, inspired by the myths and legends surrounding the ancient Wychwood Forest. Purchased by Marston's plc in 2008, Hobgoblin grew to become one of the fastest growing premium beer brands in the UK, and today, despite the closure in November 2023, of the original Witney Brewery, is now Marston’s best selling ale brand, with around 45 million pints sold in the past 12 months alone. The brand is currently owned by Carlsberg Britvic and the 5.2% abv Hobgoblin, is the company's flagship brand in the ale/bitter sector. Hobgoblin is a Ruby coloured mid-strength bitter, promoted by the use of a clever advertising campaign featuring a slightly threatening and quite nasty looking little chap called a Hobgoblin. Back in the day there was a poster circulating, and I probably still got my coffee somewhere at home, where the hobgoblin's raises a glass almost to his lips, turns round and says, “What's the matter lager boy? Afraid you might taste something?” Wychwood did pretty well out of that campaign but now, with Danish money behind them and the closure of the Witney Brewery in Oxfordshire, other “hobgoblin” beers have started to appear. Just take a look at the beer aisles in most major supermarkets, and you won’t just see plain old Hobgoblin, but instead you will find Hobgoblin Ruby, Hobgoblin Gold, Hobgoblin Session IPA, Hobgoblin Original IPA, Hobgoblin Amber, Hobgoblin Stout, and a strong beer known as King Goblin. So, what was once just a single beer is now a “brand” and in theory, they could add other beers to that such as a lager, or a “craft” brew to the range, to complete the circle.A similar scenario has unfolded with Kent based, brewer, Shepherd Neame, who claim to be Britain’s oldest brewer. The company launched Spitfire Premium Kentish Ale back in the early 1990's, and with its references to the Second World War fighter plane and it's none too subtle digs at the Germans, the beer was a runaway success. Despite this I was never a massive fan of Spitfire, or indeed most other Shepherd Neame beers, but in line with the developments at Marston’s several other Spitfire beers have been launched. These include Spitfire Gold plus Spitfire Lager. I’m assuming that Spitfire Amber, is the new name for the original Spitfire beer, but as with Hobgoblin, what was once just a named beer within the brewery’s range, has now become an all-encompassing brand, To a lesser extent, a similar situation occurred with Wainwrights, a beer originally brewed by Blackburn based Thwaites, to commemorate the legendary, Lake District fell-walker, Alfred Wainwright. For those unfamiliar with the latter gentleman, Alfred Wainwright was a dedicated hill walker, based in the Lake District, who took the trouble to record many of his favourite walks in a series of detailed, and self-penned, publications. Compiled between 1952 and 1966, each book was described as “A Pictorial Guide to the Lakeland Fells,” and was illustrated with hand drawn maps and sketches to help guide walkers in this beautiful area of the country. There were seven such guides in total, although Wainwright later produced a number of additional guides, including the famous Coast-to-Coast Walk – a route which he was instrumental in devising. Since then, this walk, which starts at St Bees Head on the Cumbrian coast and ends at Robin Hood's Bay on the North Sea coast, has become one of the most popular of all long-distance walks. I’m not sure whether Wainwright would have appreciated, or even condoned these beers, as he died in 1991, but I’m assuming his estate would have given them its approval, but as with the other two examples, Wainwright beer has also expanded into a brand. Once again, the people responsible are Carlsberg-Marston's, who acquired the rights to the Wainwright brand in 2015. Today, beers sold under the Wainwright name include Wainwright Amber, possibly the original Wainwright beer, Wainwright Gold (how predictable) and finally Wainwright Wanderer, a limited-edition brew.
Now there's nothing unethical or intrinsically wrong with what Marston’s/Carlsberg are doing, of for that matter, Shepherd Neame, but if nothing else it demonstrates a lack of imagination. Some might argue, it’s milking a name for everything it’s worth, and I’m sure others would be less kind, but the thinking behind it is obvious, as when consumers see one of these beers on sale, they are quite likely to go for it, on the basis that it’s a name they know and trust. Put another way, this is a means for Marston’s and Co, to increase their market share, by elbowing less well-known beers, off the bar. The same applies in the off trade, where supermarket shelves are increasingly stacked with these beers, and customers are even more likely to opt for a name they are familiar with.