Famous RTD brand Hooch has revealed a new flavour; Pink Hooch, a refreshing alcoholic raspberry lemonade with that signature Hooch citrus kick.
However, Pink Hooch isn’t your average delicate pink drink launch, with the can and bottle adorned with an abstract black, yellow and pink design and a tag-line #notprettyinpink the launch campaign focuses on the drink being “pink with attitude”. Due to the products zingy taste and Hooch’s brand personality, Hooch seeks to cut through the monotony of run of the mill pink products, by not conforming to the pink drink stereotype.
Delicious and tangy Pink Hooch joins the iconic lemon flavour, Hooch Lemon Brew and its tropical counterpart Hoola Hooch; a blend of passion fruit and mango with hints of pineapple, in the brands line-up.
Tapping into the pink drinks trend, Pink Hooch fills the gap in the market for an alcoholic pink raspberry lemonade with the hot pink liquid aligning with the consumer desire for Instagrammable[1], great looking serves. Set to be the taste of the summer, distributed by Global Brands, the supplier who added £9.2 million[2] to the off-trade RTD category in the last 12 months, Pink Hooch will be listed in Tesco, B+M, Nisa, Soho Cash and Carry, SK Foods, Hyperama Wholesale, MSB Wholesale, Time Wholesale, Forrest Fresh Foods, Turner and Wrights, Bestway Retail, Parfetts, UWS, UWG, JW Filshill, Matthew Clark and G101.
Hooch Brand Controller Christian Sarginson said: ‘In the drinks industry the power of pink is plain to see, with pink RTS drinks growing 357%[3] YoY in the UK off-trade. Through the launch of an alcoholic raspberry lemonade with attitude such as Pink Hooch, we are tapping into the consumers lust for pink drinks while injecting into the market a bold, flavour packed and degendered take on the trend.”
Available in 275ml bottles, a 440ml can and 70cl bottles both price marked and non-priced marked, with a 4% ABV, the new flavour will continue to engage the nostalgic Hooch consumer with a Hooch twist on a classic. With a strong marketing campaign ahead, the brand will be engaging with consumers via digital advertising on Youtube and a multitude of websites, as well as social media and influencer work which will reach over 20million consumers[4].
[1] CGA Mixed Drinks Report 2019.
[2] Nielsen 52 we 25.01.20
[3] Nielsen 52 we 25.01.20
[4] GBL Data, February 2020.
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