Hooch relaunches into the RTD market after nearly 10 years away

Global Brands is taking the drinks industry back to the future by re-launching Hooch, one of the original “alco-pops” that launched the RTD category in the 90s.

It’s almost a decade since Hooch Alcoholic Lemon Brew was last available but now Global Brands has signed a licensing agreement with Molson Coors Brewing Company to distribute Hooch in the UK. Hooch comes in 500ml bottles targeted primarily at 18 to 35 year-old males and Global Brands said this latest incarnation of the brand was designed to be served over ice to make it a competitor for fruit beers and ciders.

Marketing director, Simon Green commented said RTDs were worth £629m and Global Brands would be supporting Hooch in both on and off-trade outlets with a customer awareness campaign and the “over ice” serve.

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