Global Brands, the owner of the alcoholic lemonade brand Hooch, has introduced a fresh line of ‘enhanced’ ready-to-drink beverages under the name Soopa Hooch.
Crafted to deliver the identical flavor profile as the brand’s timeless offerings, the novel lineup is described as a leap forward for Hooch. Infused with the energizing elements of taurine and guarana, the beverages boast an 8% ABV, doubling the potency of Hooch’s initial offerings which feature a 4% ABV.
The collection offers a selection of three flavors: Electric Lemonade, featuring hints of orange, lemon, and lime; Darkest Berry, an amalgamation of berries and lemon; and Twisted Tropical, presenting an enticing blend of orange and pineapple essences.
Within the new lineup, a velvety vodka spirit forms the foundation, complemented by a caffeine content of 32mg per 100ml. Additionally, the beverages incorporate natural caffeine sourced from taurine and guarana.
As stated by the brand, the expanded ready-to-drink (RTD) sector is presently undergoing a significant surge, witnessing a year-on-year growth of 25.5%.
Charlie Leaver, head of brand at Global Brands, said, “As a leading traditional RTD brand, Hooch has great brand recognition and an audience ranging from new consumers through to shoppers that know and love the brand from the 90s. We can’t wait to add value to the enhanced RTD category with an easily recognisable and innovative brand. The appeal and recognition of Hooch is set to shake-up an already high-growth area of RTDs.
“As the biggest supplier of packaged cocktails to the off trade, Global Brands look forward to elevating the enhanced RTD category with our innovation and expertise,” she added.
The recently introduced drinks can now be acquired at specific retailers in the UK, priced at a recommended rate of £2.89 for each 440ml can.
Back in January, Molson Coors relinquished Hooch, as well as the trademarks for Hooper’s and Reef, to Global Brands in a transaction of undisclosed value.