Global Brands has unveiled Soopa Hooch, a so-called ‘enhanced RTD’ that is twice as strong as the brand’s original alcoholic lemonade.
Described as “a party starter like no other,” Soopa Hooch (ABV 8%) has a vodka spirit base and also contains 32mg of caffeine per 100ml, alongside taurine and guarana.
It is available in 440ml cans, price-marked at £2.89.
The range comes in three on-trend flavours: Soopa Hooch Electric Lemonade, Soopa Hooch Darkest Berry and Soopa Hooch Twisted Tropical.
Hooch is supporting the launch with a range of wholesale displays, including bollard covers, standees, pallet wraps and aisle fins.
For a limited time only, 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 8x440ml cartons.
The launch comes as the enhanced RTD category is experiencing huge growth, increasing 25.5% year on year. The convenience channel is also growing in the wider RTD category, with consumers increasing their frequency of purchase of RTDs in convenience by +27.7%.
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.”
