Hooch Orange web

Global Brands has managed distribution of Hooch since 2012

Drinks wholesaler Global Brands has snapped up the Hooch, Hooper’s and Reef brands from Molson Coors to bolster its portfolio.

The three brands have been produced and distributed by Global Brands since 2012, under licence from the North American brewing giant.

Hooch, Hooper’s and Reef join VK, tonic and soda brand Franklin & Sons, All Shook Up, Shake Baby Shake, Beviamo, Kick Energy, Lustre and Amigos Tequila Beer in the Global Brands portfolio.

Global Brands chairman and founder Steve Perez said: “We are delighted to welcome the Hooch, Hooper’s and Reef brands as fully-fledged members of the Global Brands family. This will give us the opportunity to invest further into the brands with the added security of owning the equity.”

“This deal will reinforce Global Brands’ position as the leading independent producer of RTD brands in the UK.

“We have lots of ideas for innovation and look forward to sharing these with the trade and consumers shortly.”

Nino Beneta, MD of Molson Coors export and license EMEA & APAC, said the group looked forward to seeing the continued success and growth of the Reef, Hoopers and Hooch brands.

“Our focus will continue to be on a select portfolio of key international brands such as Coors, Staropramen, Carling, Madri Excepcional and Blue Moon,” he added.

Founded in 1997, Global Brands markets and distributes a collection of products across the RTD, premium soft drinks, spirits and beer categories in the UK and internationally.

It had revenues of more than £66m in the year to 30 September 2021, the most recent Companies House filings showed.

The RTD category increased value sales in the supermarkets by 5.8% to £482.6m in 2022, according to the recent Grocer Top Products Survey.