Soopa Hooch lands in Asda Express stores
Global Brands has secured a listing in 150 Asda Express stores for its vodka-based ready-to-drink (RTD) range, Soopa Hooch.
Soopa Hooch’s Blue Raspberry and Cherry Cola products will be available in the UK supermarket chain’s convenience stores, priced at RRP £2.99 (US$4) per 440ml can.
Global Brands believes the products offer an affordable and convenient format for consumers seeking value, particularly with its higher strength of 8% ABV.
The company says the listing with Asda ‘reflects the growing appetite among retailers for innovative, high-ABV RTDs that deliver on both flavour and price’.
Launched in 2023, Soopa Hooch is said to take the ‘nostalgic’ alcoholic lemonade brand to ‘the next level’ with the addition of caffeine.
The five-strong Soopa Hooch range is made with vodka and ‘real’ fruit juices. The line also includes Twist Tropical, Electric Lemonade and Darkest Berry.
Since its launch, the brand claims to have added more than £800,000 (US$1.05 million) in incremental value [Nielsen data] to the ‘enhanced RTD’ category, which comprises beverages promoted as alcoholic energy drinks.
Hooch has also recorded an 18.3% increase in distribution over the past year, according to Nielsen data cited by Global Brands.
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.”
Earlier this year, Hooch added a new flavour to its range to tap into cherryade nostalgia.
Global Brands acquired Hooch from Molson Coors Beverage Company in 2023.
Based in the UK, Global Brands owns tonic and mixer producer Franklin & Sons and Take Tequila, alongside several RTD products.
The RTD portfolio includes VK and canned cocktail brands Gather, Be, Shake Baby Shake, and All Shook Up.
The company is also behind shot brands Corky’s and Lustre.
Related news
Sacha Olinger to take new brands global
