Retro alcopop Hooch is returning to shelves – almost a decade after it was last available in the UK.
Global Brands is re-launching the original lemon RTD, renowned for its sharp lemon taste, with the new tagline, ‘Refreshment with Bite’.
The company has struck a licensing agreement with Molson Coors to distribute Hooch in the UK and has reworked the brand to make it more relevant for the current generation of drinkers.
Available in 500ml bottles and featuring real fruit juice, the sparkling alcoholic lemon brew would target 18 to 35 year-old males and was now designed to be served over ice as a competitor to fruit ciders, Global Brands said.
It will be supporting the relaunch in both the on and off trade to raise consumer awareness of Hooch’s return and its ‘over ice’ serve.
“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,” said marketing director Simon Green.
“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 original version of Hooch was pulled from shelves in 2003.