- Soopa Hooch taps into pre-drinks and house party culture with launch of Soopa Charged Sounds DJ competition, in partnership with iconic nightclub XLR Manchester
- One winner will be selected to perform as the support act for G33 at XLR Manchester
RTD brand, Soopa Hooch, has today announced the launch of a new consumer initiative – Soopa Charged Sounds – a competition offering an aspiring DJ the chance to open for G33 at iconic bring your own booze venue, XLR Manchester.
The enhanced vodka RTD brand, described as the “wild, disruptive cousin” of iconic RTD brand Hooch, is inviting aspiring DJs to create a 15-20-minute mini mix, which will be judged by a panel of industry experts from established regional radio stations at the heart of the underground DJ scene, across five key categories: originality, creativity, technical ability, energy, and overall suitability.
The lucky winner will get the chance to perform their winning mix at XLR Manchester, supporting Gaia Ahuja, better known as G33 and a member of group Girl’s Don’t Sync. In addition, the winner will receive a year’s supply of Soopa Hooch and their very own home DJ set up to strengthen their musical talent.
The competition has been launched to celebrate Soopa Hooch’s deep-rooted connection with pre-drinks culture while recognising the growing role of the home as a key setting for music, socialising and drinking, with nearly two-thirds (64%) of Gen Z now reporting that they drink alcohol at home, up by 42% in 2025*. Music is also central to these at-home occasions, with research from DJ brand AlphaTheta finding that more than one in three Gen Z consumers say the best DJ set they’ve heard was at a house party**. Soopa Charged Sounds has been launched to champion the role of the house party as a playground for the next generation of DJs and positioning the brand at the heart of the house party space.
The competition forms part of a wider partnership between Soopa Hooch and XLR Manchester, which will also encompass a programme of sampling nights and activations, tapping into XLR’s bring-your-own-booze format.
The competition will be supported by targeted media investment across key regional underground radio stations, including LDC Radio, Foundation FM, EHFM, Swing Dash and Noods Radio, helping to reach emerging DJs within music communities across the country.
Soopa Hooch delivers bold flavour combinations made with a clean vodka base and real fruit juices, appealing to consumers who are after exciting, flavour-led alternatives within the RTD category. Following its launch, Soopa Hooch has recorded a +133% increase in distribution over the past twelve months, adding over £1.9 million of value to the enhanced RTD category*. Its distinctive positioning continues to attract new shoppers into the segment.
Sam Watson, Brand Manager at Soopa Hooch and Hooch, commented: “For many aspiring DJs, the house party is where their passion truly starts to experiment with music. We’re seeing first hand how the traditional nightlife landscape is changing, with the UK’s underground scene continuing to thrive within DIY parties and grassroots spaces.
“Soopa Hooch is a brand that has been built for a generation that lives life at full volume and Soopa Charged Sounds is an extension of our role within the nightlife and pre-drinks scene, tapping into the culture that surrounds our target audience.”
Chris Hindle, Company Director at XLR Manchester added: “It’s amazing to see an iconic brand like Soopa Hooch collaborate with a grassroots venue. The opportunities this provides, not only for us here at XLR Manchester, but also for grassroots DJs who are able to get involved in the competition are outstanding.
“The fact that Soopa Hooch is also bringing their brand directly to our event attendees through regular sampling makes the partnership even more exciting, with our bring your own booze format creating another touchpoint between Soopa Hooch, the grassroots community and XLR Manchester.”
For further information, please visit the Soopa Hooch website.
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