Hooch launches limited edition collab with SALT, backed by 90’s music icon, Bez

The original alcoholic lemonade, Hooch, has announced an exciting brand collaboration with award-winning craft brewery, SALT; launching a limited-edition product available in major mults and on-trade venues, supported by 90’s music icon, Bez.

Taking inspiration from the 90s ‘Cool Britannia’ era and launching just in time for summer, ‘Twisting My Lemon Man’ is a light and refreshing lemon-infused pale ale, made with real Hooch; the ultimate juicy drink for 90s nostalgia chasers and beer lovers looking for a twist.

Set to be an instant beer garden hit, the new product will launch in Tesco and Morrisons, from Thursday, June 20th, in a 440ml can format, and a selection of on-trade venues, including Roxy Ball Room. With a sessionable ABV of 4%, ‘Twisting My Lemon Man’ is a summer exclusive, and expected to be a sell-out.

The official launch party for ‘Twisting My Lemon Man’ will see Bez feature as special guest and DJ, for a 90s themed event in Leeds on Thursday, July 18th.

The strategic launch of ‘Twisting My Lemon Man’ follows consumer insights revealing a crossover between craft beer and Hooch drinkers. The NPD will target three primary audiences; nostalgic Hooch drinkers, younger consumers familiar with both brands, and beer drinkers who would not usually consider an alcopop as their drink of choice.

Jacob Barrett, Brand Manager at Hooch, commented: “Never before has an alcopop cross-collaborated to create a flavoured beer. ‘Twisting My Lemon Man’ takes the stand-out elements from each product; the juicy and refreshing flavour of Hooch, blended with the bold brewing style of SALT.  

“’Twisting My Lemon Man’ pushes boundaries within the category and is testament to Hooch’s commitment to invest in exciting and engaging our valued customers. With Bez, such a cult star from the beloved 90’s driving awareness of the collab, we can’t wait to see the response of consumers across the on and off-trade.’

Bez commented on the launch: “I’m buzzin’ to be part of this collab. ‘Twisting My Lemon Man’ is a major throwback; blending the naughty wild-child of my favourite decade, Hooch, with the modern taste of SALT… what’s not to love?”

Edd Simpson, Managing Director of SALT added: “We’re really pleased with the final product, both in terms of the liquid itself, and the unique can design.

“The 90s-inspired textured look and feel will stand out behind bars and attract both seasoned beer drinkers and those more used to selecting a fruity drink.

“Twisting My Lemon Man is a refreshing, easy-drinking beer, perfect for enjoying during the summer months.”

To register for more information ahead of the launch party in Leeds on Thursday, July 18th, email: Global@prohibitionpr.co.uk.

Twisting my Lemon Man is also available to purchase online at the Hooch e-comms store in packs of 12 for £36: https://hoochlemonbrew.com/hooch-x-salt

For more about SALT and online orders, visit: https://www.saltbeerfactory.co.uk/

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