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Global Brands buys Hooch
Franklin & Sons producer Global Brands has acquired a trio of drinks brands, including Hooch, from Molson Coors Beverage Company.
Global Brands also purchased drinks brands Hooper’s and Reef.
The three brands have been produced and distributed by Global Brands since 2012 and will now form parts of its owned portfolio.
The deal will allow Global Brands to ‘grow the brands’ in a way that ‘aligns with the company’s vision’.
Nino Beneta, managing director of Molson Coors Export and License EMEA & APAC, said: “We are excited to see Global Brands progress in growing these brands over the last decade and look forward to seeing the continued success and growth of the Reef, Hooper’s and Hooch brands going forward.
“Moving forward as an EMEA and APAC Export and License team, our focus will continue to be on a select portfolio of key international brands such as Coors, Staropramen, Carling, Madri Excepcional and Blue Moon.”
In 2021, Hooch extended its portfolio to include full-strength spirits for the first time.
The range comprises two flavoured gins and one flavoured rum: Hooch Lemon Gin, Hooch Raspberry and Lemon Gin, and Hooch Mango and Lime Rum.
Steve Perez, chairman and founder of Global Brands, said: “We are delighted to welcome the Hooch, Hooper’s and Reef brands as fully-fledged members of the Global Brands family.
“This will give us the opportunity to invest further into the brands with the added security of owning the equity.
“We re-launched Hooch in 2012 at the Publican Awards with Keith Lemon and reinvigorated the brand with new flavours and focus. Hooch is a staple of the ready-to-drink [RTD] category sold by major retailers, and is a popular, well-loved brand.
“This deal will reinforce our position as the leading independent producer of RTD brands in the UK.
“We have lots of ideas for innovation and look forward to sharing these with the trade and consumers shortly. We have enjoyed a fantastic supportive relationship with Molson Coors over the years and look forward to continue working closely together through their route-to-market team.”