Hooper’s revived for new RTD range


Another iconic RTD name from the 1990s, Hooper’s, has been relaunched by Global Brands, this time as an artisanal range made with natural ingredients.

Hooper’s Dandelion & Burdock, Hooper’s Ginger Brew and Hooper’s Cloudy Lemonade have been created using natural flavours, with no artificial colours, and are aimed at “discerning” 25- to 45-year-old drinkers. Available in 500ml bottles with an ABV of four per cent, they are designed to be served over ice.

The Hooper’s name is best known from Bass Brewers’ use of it for its RTD range that was launched in the early 1990s with Hooper’s Ginger Brew. It evolved into Hooper’s Hooch, with additional flavours of lemon, apple and blackcurrant.

In July, Global Brands relaunched lemon-flavoured Hooper’s Hooch as just Hooch, also now in 500ml bottles and for serving over ice.

For the new Hooper’s range, Global Brands has traced Hooper’s Ginger Brew back to 1817 and describes the product as being named after an explorer who travelled the globe in the early 19th century “searching for inspiration for a range of refreshing alcoholic drinks”.

Global Brands has signed a licensing agreement to revive the new-look range in the UK with Molson Coors Brewing Company which now owns much of the former Bass Brewers’ business and portfolio. It has also this year revived another classic RTD, Reef, under licence from Molson Coors.

Global Brands’ heavyweight investment package for the launch of the Hooper’s range will focus on communicating the drinks as “True British refreshment”. It will be promoted at point of purchase via premium branded point-of-sale materials including wooden ice buckets, branded glassware and back-bar displays.

Global Brands marketing director Simon Green said: “Traditional RTDs are still worth over £600million, and fruit ciders and alcoholic ginger beers are driving very strong growth as consumers favour sweeter tasting drinks, but the Hooper’s range meets evolving consumer needs for refreshing, classically British flavours with heritage and a modern twist.

“Ciders and alcoholic ginger beers are doing so well because they provide traditional RTD refreshment and convenience but are considered more authentic and premium. The Hooper’s range offers consumers the opportunity to discover new and interesting flavours whilst allowing customers to capitalise on the current trend for nostalgia brands made using traditional techniques and natural ingredients.

“Today’s consumers expect more than ever from their drinks experience, and Hooper’s is the only range that offers the genuine heritage and classically British flavours that remind people of a simpler time. With Hooper’s we will support a burgeoning drinks trend to deliver broader category growth for the retailer.”

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