Global Brands expands Hooch portfolio with move into spirits category

Global Brands has unveiled a new range of flavoured spirits under Hooch.

The alcoholic lemon brew brand will move into the spirit category with two flavoured gins and one flavoured rum.

The expansion follows an extremely strong 106 per cent brand growth in the off trade, and the new range of RTDs is developed on the back of the brand’s core RTD flavours –Lemon, Pink and Hoola.

Hooch Spirits are ‘true strength’ spirits at 37.5% ABV and include three flavours: Lemon Gin, Raspberry & Lemon Gin and Mango & Lime Rum.

Following on from the game-changing launch of Pink Hooch, and the growth of gin at 19 per cent value and rum at 26 per cent value, Hooch Spirits hopes to become the must-have drinks of the summer for Hooch fans and spirit-lovers alike with the new range.

“We are so excited by the extension of the Hooch brand into 37.5% ABV spirits,” commented Charlie Leaver, senior brand manager at Global Brands.

“The original RTD, Hooch as a brand retains a lot of loyal followers from the 90s, whilst constantly recruiting new contemporary consumers. This new range allows all those fans to enjoy Hooch in a different way and recruit even more fans to the brand.

“The great thing about Hooch is that it’s straight-forward; tasty, easy-drinking liquids with a citrus kick, so just like our brilliant range of RTDs, this range of spirits should have wide-reaching appeal to convenience consumers and beyond."

RSPs for the spirits are £20 each. Stockists currently include Booker and independent wholesalers.