Disruptive enhanced RTD brand, Soopa Hooch, is set to hit the shelves of over 150 Asda Express stores nationwide from this week, marking a significant distribution win for the Hooch portfolio and signalling continued momentum in the high-strength flavoured alcohol category.
Known for its bold personality and flavour-forward innovation, Soopa Hooch has carved out a strong identity within the enhanced RTD space, delivering standout products that have struck a chord with younger consumers seeking taste and value as a priority. The Asda listing will see two of its most popular variants, Blue Raspberry and Cherry Cola, available in 440ml formats with an 8% ABV, and an RRP of £2.99 per can.
As cost-of-living pressures continue to shape consumer behaviour, Soopa Hooch is well-positioned to tap into the growing trend of drinking at home before heading out. With more consumers choosing to socialise through affordable ‘pre-drinks’ rather than expensive nights out, high-strength RTDs like Soopa Hooch are seeing increased demand. The brand’s accessible pricing and convenience-first format makes it a go-to choice for shoppers looking to enjoy a high-energy, flavourful serve without the premium price tag.
The range, made with a clean vodka base and real fruit juices, offers bold flavour combinations designed to surprise and delight consumers, whilst bringing a higher energy twist to the much-loved original Hooch from the 90s.
Since its launch, the brand has added over £800,000 in incremental value to the enhanced RTD* category and recorded an 18.3% increase in distribution* over the past year, thanks to its distinctive positioning and ability to attract new shoppers into the segment.
The Asda Express rollout represents a key step in Soopa Hooch’s national expansion strategy and reflects the growing appetite among retailers for innovative, high-ABV RTDs that deliver on both flavour and price. With demand for variety and strong core flavours continuing to shape the category, the Blue Raspberry and Cherry Cola products are expected to perform strongly with Asda’s customer base.
Jacob Barrett, Brand Manager for Hooch and Soopa Hooch, said: “Soopa Hooch has been flying since day one, and securing a national listing with Asda is a major milestone for the brand. It’s clear that shoppers are looking for bold, great-tasting RTDs, with standout flavour and a bit of personality, and that’s exactly what Soopa delivers. We’re thrilled to bring the Soopa experience to even more consumers through this exciting new partnership.”
For more information and store locations, visit: Where to Buy Soopa – Hooch Drink
*Data from Neilsen, accessed by Global Brands 2025.
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