Retro alcopop Hooch makes a comebackBy Becky Paskin
The original sharp lemon alcopop Hooch is making a return to the UK as an RTD designed to be served over ice.
UK distributor Global Brands has signed a licensing agreement with Hooch owner Molson Coors to relaunch the drink last seen on UK shelves in 2003.
Having noticed a trend for retro brands re-emerging with great success, Global Brands has redeveloped the drink with real lemon juice and a lower abv of 4% to appeal to the modern consumer.
“It appeals to a bunch of people who remember it, have warm nostalgic feelings toward it and want to try it again, but then there’s another audience who have never heard of it,” said Simon Green, marketing director of Global Brands. “So we’ve had to rework and redevelop it and grow it up for the 21st century.
Pitching it as a long drink designed to be served over ice, Global Brands is attempting to line Hooch up alongside the fruit cider category in 500ml bottles, aiming it at 18-35 year-old males.
Speaking to The Spirits Business, Green added: “We still see a massive gap in innovation within the fruit ciders category, which are effectively RTDs repackaged. It’s less about the labelling of the category and more about what people are drinking.
“Call it what you will, but people want fruity, refreshing products in good looking bottles they can serve over ice and Hooch fits that perfectly. And it just so happens to appeal to the generation who knew it the first time round who have fond memories they want to relive.
“RTDs are still worth £629million in the UK and this type of innovation will rejuvenate the category.”
Once Hooch has been re-established, Green added that Global Brands will look to releasing further flavour extensions.
Global Brands is currently in discussion with several on- and off-trade companies, although Hooch has not been listed yet. As such an RRP has not been revealed.