Alcoholic lemonade brand Hooch has expanded its enhanced RTD range, Soopa Hooch, with the arrival of two new flavours: Blue Raspberry and Cherry Cola.
The “new and improved” Soopa Hooch range is based on a clean spirit base without caffeine, providing a “juicy, fruity, and refreshing drinking experience for consumers looking to elevate their social occasions”.
Priced at a £2.99 PMP in a 440ml format, the Soopa Hooch has a new can design to help it stand out on shelves.
The latest flavour additions, Cherry Cola and Blue Raspberry, join the existing Soopa Hooch SKUs – Darkest Berry, Twisted Tropical, and Electric Lemonade – creating a five-strong canned range, all with an ABV of 8%. The brand stated that the new launches are set to build on the success of the existing Soopa Hooch range, with the aim of further driving category growth through a broader mainstream appeal.
Hooch noted that the enhanced RTD category is seeing rapid growth, with distribution increasing by 18.3% as more retailers embrace the format.
The new Soopa Hooch range is now available in B&M stores, with roll out into wholesale and cash & carry from 1 December.
Jacob Barrett, Brand Manager at Hooch, commented: “We’re so pleased to bring the new Soopa Hooch to market, reinforcing our position as a major player in the enhanced RTD category. We’re confident that the bold, eye-catching products with their juicy, fruity flavours will be a hit with our current fans and new shoppers entering into the category for the first time
“As a brand, we’re proud to deliver strong value to our customers across PMP and ABV, offering both a cost-effective and quality option that shoppers trust.”
To support the launch, Hooch is planning an ATL 360 campaign in the new year aimed at driving brand awareness and converting footfall into stores. In-store activations and depot support will follow, with influencer marketing and experiential campaigns to drive product trial.
