Global Brands adds Pink Hooch

Hooch is launching a new variant to tap into the ongoing popularity of pink drinks.

Pink Hooch, described as “a refreshing alcoholic raspberry lemonade, with that signature Hooch citrus-kick”, will be launched in both 44cl can and 27.5cl and 70cl bottle formats.

The packaging will be adorned with an abstract black, yellow and pink design and tagline #notprettyinpink with the launch campaign focusing on the drink being “pink with attitude”.

Due to the product’s 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”, according to brand owner Global Brands.

The 4% abv drink, which is expected to be “Instagrammable”, will be listed in Tesco, B+M, Nisa, Soho Cash & 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.

Brand controller, Christian Sarginson, said: “In the drinks industry the power of pink is plain to see, with pink RTS drinks growing 357% year-on-year 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.”

Related articles: