Hooch, the original alcoholic lemonade brand, announces the evolution of its enhanced RTD range, Soopa Hooch, with the arrival of two vibrant new flavours: Blue Raspberry and Cherry Cola, a category-first for the brand.
The new and improved Soopa Hooch range is expertly crafted on a clean spirit base without caffeine, providing a juicy, fruity, and refreshing drinking experience for consumers looking to elevate their social occasions. Priced at a competitive £2.99 PMP in a 440ml format, the new Soopa Hooch stands out on shelves with its bold, new can design.
The latest flavour additions, Cherry Cola and Blue Raspberry, will join the existing Soopa Hooch SKUs – Darkest Berry, Twisted Tropical, and Electric Lemonade – creating a five-strong canned range, all with an ABV of 8%. The launches are set to build on the success of the existing Soopa Hooch range, with the aim of further driving category growth through a broader mainstream appeal.
The enhanced RTD category is seeing rapid growth with distribution increasing by +18.3%, demonstrating more retailers embracing the format and stores continuing to report strong sales performance vs last year with ROS up +18%*.
The new Soopa Hooch range is now available, with both Cherry Cola and Blue Raspberry launched in B&M stores nationwide, highlighting Hooch’s growing presence in the enhanced RTD market. Soopa Hooch will also roll out into wholesale and cash & carry from December 1st.
Both new flavours have been carefully developed using market insights to meet consumer needs. Blue Raspberry, currently the biggest flavour in the enhanced RTD category, continues to see strong growth, whilst Cherry Cola introduces a completely new flavour to the enhanced RTD segment, with cherry flavours overall are among the fastest-growing profiles in RTDs.
Jacob Barrett, Brand Manager at Hooch, commented: “We’re so pleased to bring the new Soopa Hooch to market, reinforcing our position as a major player in the enhanced RTD category. We’re confident that the bold, eye-catching products with their juicy, fruity flavours will be a hit with our current fans and new shoppers entering into the category for the first time”
“As a brand, we’re proud to deliver strong value to our customers across PMP and ABV, offering both a cost-effective and quality option that shoppers trust.”
To support the launch, Hooch will implement a comprehensive ATL 360 campaign in the new year, aimed at driving brand awareness and converting footfall into stores. In-store activations and depot support will follow, harnessing the power of influencer marketing and experiential campaigns to drive product trial.
Soopa Hooch has already added over £800k in incremental value to the category and is positioned as a category staple, ready to encourage new customers to purchase and provide greater confidence to retailers. In the wider RTD space, Hooch continues to see significant growth, with its 440ml format firmly established as a market leader.
Jacob continued: “Our insights show that we continue to be a key player in the category, with Hooch enjoying the highest levels of brand awareness versus key competitors. We’re committed to driving the brand forward, providing dependability through our classic SKUs and genuine innovation through our new product developments.”
For those considering stocking the new Soopa Hooch range, or to find out more about the wider product range, please visit https://hoochdrink.co.uk/.
Source:
NIQ RTD Data (Total Market) 52 w/e 02/11/24
ProQuo brand tracking data
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