- Global Brands Ltd expands Hooch portfolio with move into spirits category
- Hooch Spirits include two flavoured gins and one flavoured rum
- Trend-led, true strength spirits at 37.5% ABV
- New product development follows 106% brand growth in the Off Trade
On the back of extremely strong growth for the brand (106% in the total Off Trade)[i], Hooch is extending its range of RTDs with a leap into the spirits category and the launch of three flavoured spirits. Developed on the back of the brand’s core RTD flavours – Lemon, Pink and Hoola – Hooch Spirits are ‘true strength’ spirits at 37.5% ABV and include three fun and uncomplicated flavours; Lemon Gin, Raspberry & Lemon Gin and Mango & Lime Rum.
Following on from the game-changing launch of Pink Hooch, which achieved more sales than any other NPD in the 52 weeks up to August 2020[ii] and the growth of Gin at +19% value and Rum at +26% value[iii], Hooch Spirits are set to become the must-have drinks of the summer for legions of Hooch fans and spirit-lovers alike.
Charlie Leaver, senior brand manager at Global Brands, comments: “We are so excited by the extension of the Hooch brand into 37.5% ABV spirits. The original RTD, Hooch as a brand retains a lot of loyal followers from the 90s, whilst constantly recruiting new contemporary consumers. This new range allows all those fans to enjoy Hooch in a different way and recruit even more fans to the brand. The great thing about Hooch is that it’s straight-forward; tasty, easy-drinking liquids with a citrus kick, so just like our brilliant range of RTDs, this range of spirits should have wide-reaching appeal to convenience consumers and beyond.”
RSPs for the spirits are £20 each. Raspberry & Lemon Gin is available to buy online now at www.goodtimein.co.uk and Lemon Gin and Mango & Lime Rum are available to pre-order. Other routes to market currently include Booker and independent wholesalers.
[i] Source: Nielsen 52 we 30.01.2021
[ii] Source: Nielsen 52 w.e 08.08.2020
[iii] Source: Nielsen 12 months to October 2020
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