Pink Hooch hits the UK market

Pink Hooch

Global Brands is tapping into the pink drinks trend with the launch of a new alcoholic raspberry lemonade from its ready-to-drink brand Hooch.

Pink Hooch joins the original Hooch Lemon Brew and its tropical counterpart Hoola Hooch, which blends flavours of passion fruit, mango and pineapple, in the brand’s line-up.

Available in 275ml bottles, 70cl bottles and 440ml cans, with an ABV of 4%, the new flavour has been developed to “create a buzz” within the bartending community.

The launch campaign focuses on the drink being “pink with attitude”. The can and bottle are adorned with an abstract black, yellow and pink design and a tag-line #notprettyinpink.

Hooch will be engaging with consumers around the country via a sampling tour of on-trade venues such as Crazy Pedros and Junkyard Golf, as well as through out-of-home and digital advertising.

New POS such as Pink Hooch apparel, snapbacks, posters, cocktail serve lists, bar runners and tent cards will also be available.

Hooch brand controller Christian Sarginson said: ‘Across the UK pink accounts for 27.5% of gin sales, with rose lemonade also making waves on Instagram.

“Through the launch of an alcoholic raspberry lemonade with attitude such as Pink Hooch, we are tapping into the consumers lust for pink drinks while injecting into the market a bold, flavour packed and degendered take on the trend.”

Pink Hooch is available for on-trade stockists via Molson Coors, Carlsberg, Matthew Clark and Primo.

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