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Hooch launches caffeinated RTDs

Global Brands-owned Hooch has revealed a new range of caffeinated ready-to-drink (RTD) alcoholic beverages, called Soopa Hooch.

Soopa Hooch
Soopa Hooch retails at £2.89 (US$3.70) per 440ml can

The launch of Soopa Hooch comes as the enhanced RTD category, which comprises beverages promoted as alcoholic energy drinks, is reported to be growing at a rate of 25.5% year on year in the UK.

According to Nielsen, enhanced RTDs account for 15% of total category sales in the impulse channel.

Soopa Hooch is said to take the ‘nostalgic’ alcoholic lemonade brand to ‘the next level’ with the addition of caffeine.

Charlie Leaver, head of brand at Global Brands, said: “As a leading traditional RTD brand, Hooch has great brand recognition and an audience ranging from new consumers through to shoppers that know and love the brand from the 90s.

“We can’t wait to add value to the enhanced RTD category with an easily recognisable and innovative brand. The appeal and recognition of Hooch is set to shake-up an already high-growth area of RTDs.

“As the biggest supplier of packaged cocktails to the off-trade, Global Brands look forward to elevating the enhanced RTD category with our innovation and expertise.”

The range is composed of three flavours: Soopa Hooch Electric Lemonade, Soopa Hooch Darkest Berry, and Soopa Hooch Twisted Tropical.

Soopa Hooch Electric Lemonade is said to push the ‘much-loved’ 90s citrus flavour ‘to the max’.

Meanwhile, Soopa Hooch Darkest Berry combines the ‘bold’ flavours of dark berries with the sharpness of lemon, and the Soopa Hooch Twisted Tropical has been created to offer drinkers ‘pure holiday vibes’.

All expressions are made with a vodka spirit base, and contain 32mg of caffeine per 100ml, plus taurine and guarana, which are ingredients often found in energy drinks and have been found to stimulate the nervous system and promote a rush of energy.

Hooch is supporting the launch with a range of ‘eye-catching’ wholesale displays, including bollard covers, standees, pallet wraps, and aisle fins.

For a limited time, retailers can order free point-of-sale kits to aid visibility in store, through the Soopa Hooch displays in wholesalers, or online via QR codes found on inserts in the 8x440ml cartons.

Global Brands bought Hooch from Molson Coors Beverage Company in January this year, alongside Hoopers and Reef.

In May the firm announced a record 26.6% increase in turnover for its financial year to September 2022.

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