RTD brand Hooch is to invest £1.6m in a nationwide multimedia marketing campaign aimed at Gen Z and millennial drinkers, following a year of surging sales.
The ‘Hooch, there it is’ push will comprise OOH advertising in cities including Manchester, Bristol, Edinburgh, Nottingham, Sheffield and Newcastle, alongside retail, digital and social activations.
Regional specific assets feature straplines such as “More Deansgate than Downing Street in Manchester” and “The tourists are excited for a bang at 1 o’clock,” in Edinburgh. Others will feature “tongue-in-cheek” copy such as “For the people who know matcha tastes like grass”.
The campaign was designed to “amplify the RTD brand’s bold personality,” said brand owner Global Brands.
It would seek to build on momentum generated by Hooch’s 30th anniversary OOH campaign last year, the supplier added.
“Hooch has always been such an iconic brand that never follows the crowd,” said Jacob Barrett, senior brand manager at Hooch. “We’re building on the momentum of last year’s 30th anniversary with a multichannel campaign that keeps Hooch front of mind.
“Our playful approach has always set Hooch apart and we know that this style of messaging resonates well with consumers. This latest multimedia marketing campaign has been designed to amplify that momentum, driving engagement and ensuring Hooch remains impossible to ignore.”
Sales of Hooch have climbed £3.4m (71.6%) on volumes up 62.4% in the past year [NIQ 52 w/e 19 April 2026].
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