Alcoholic lemonade Hooch has announced a brand collaboration with craft brewery SALT, launching a limited-edition product available in major mults and on-trade venues, supported by 90’s music icon Bez.
Taking inspiration from the 90s ‘Cool Britannia’ era, ‘Twisting My Lemon Man’ is a lemon-infused pale ale made with Hooch (ABV of 4%).
The new product comes in 440ml can format and is rolling out in Tesco and Morrisons, along with a selection of on-trade venues.
The launch of ‘Twisting My Lemon Man’ follows consumer insights revealing a crossover between craft beer and Hooch drinkers. The NPD will target three primary audiences; nostalgic Hooch drinkers, younger consumers familiar with both brands, and beer drinkers who would not usually consider an alcopop as their drink of choice.
Jacob Barrett, Brand Manager at Hooch, commented: “Never before has an alcopop cross-collaborated to create a flavoured beer. ‘Twisting My Lemon Man’ takes the stand-out elements from each product; the juicy and refreshing flavour of Hooch, blended with the bold brewing style of SALT.
“’Twisting My Lemon Man’ pushes boundaries within the category and is testament to Hooch’s commitment to invest in exciting and engaging our valued customers. With Bez, such a cult star from the beloved 90’s driving awareness of the collab, we can’t wait to see the response of consumers across the on and off-trade.’
