Hooch – one of the best-loved RTD brands of the 1990s – has been relaunched by Global Brands with a new format and positioning. After a break of nearly 10 years, Hooch Alcoholic Lemon Brew is being introduced into the on-trade in a 500ml bottle, promoted for pouring over ice like a cider.
Global Brands signed a licensing agreement with Molson Coors Brewing Company to distribute Hooch in the UK. With the new tagline, “Refreshment with Bite”, it is targeted primarily at men aged 18 to 35.
Global Brands marketing director Simon Green said: “For retro brands to be re-launched successfully, they must draw on positive associations of past times by retaining the brand’s authenticity, whilst also connecting with today’s consumers who are seeing the brand for the first time. Hooch delivers on all points as it has a loyal following, and the new, ‘over ice’ serve is popular with the current generation of drinkers.
“The revival of Hooch Alcoholic Lemon Brew is an exciting move and one that is typical of Global Brands, who have continued to invest in the ready to drink category. RTDs are still worth £629million in the UK, and this type of innovation will rejuvenate the category.”
Global Brands’ targeted investment package for on- and off-trade outlets will focus on supporting customers to promote the awareness of Hooch’s return and the brand’s “over ice” serve.