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I see Marston's owned Hobgoblin has introduced a new handpull which sports that same old goblin that gives most of us the creeps, this time captured like a mediaeval gargoyle in a metal pump clip, along with a new longbow design pull. "This creates more theatre around pouring and service in pubs", said Hobgoblin marketing manager Justin Way. Of course I'd like you to believe that he didn't say this, but he did.

You have to admit though, horrid though the images are, Hobgoblin has brand recognition and I suppose that's something that can't be sniffed at, but I'm not sure this redesign will attract anyone, but then again, I'm an old stick in the mud. You can't argue with facts though and Hobgoblin is growing fast, up 36% in volume year on year. In addition to the new handpull, Hobgoblin will be pushed as "fast cask" to get it into venues where currently real ale isn't sold. Whether you think this a good thing though is another matter. I'm not a fan of the beer at all.

One thing though? Theatre of the pour? Bollocks.

Sorry for the title. I've been reading too much Beer Nut.