Global launches pink drink with attitude

pink hooch

RTD brand Hooch has revealed new flavour Pink Hooch, an alcoholic raspberry lemonade coupled with the brand’s signature citrus kick.

Pink Hooch (ABV 4%) is available in 275ml bottles, 440ml cans and 70cl bottles in both price-marked and plain formats.

A #notprettyinpink launch campaign focuses on the drink being “pink with attitude” and includes Youtube and other digital advertising, as well as social media and influencer work which is expected to reach over 20 million consumers.

The launch has proved popular on social media: a Facebook post from Sahota Superstores near Wolverhampton has received over 26,000 comments to date. Closer to home, several Scottish local retailers have also seen increased Facebook traffic by shouting about availability.

The Pink variant joins Hooch Lemon Brew and its tropical counterpart Hoola Hooch – a blend of passion fruit and mango with hints of pineapple – in the brand’s line-up.

Distributed by Global Brands, Pink Hooch has secured listings in Bestway, G101, JW Filshill, Nisa, UWG, UWS and several other outlets.

Hooch Brand Controller Christian Sarginson said: “In the drinks industry the power of pink is plain to see, with pink RTS drinks growing 357% year-on-year in the UK off-trade.

“Through the launch of an alcoholic raspberry lemonade with attitude such as Pink Hooch, we are tapping into the consumers lust for pink drinks while injecting into the market a bold, flavour packed and degendered take on the trend.”

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