UK-based Global Brands has readied the launch of its lemon-flavoured RTD brand Hooch in draught format.
Announcing the news today (11 March) , the new format for the 3.4% ABV brand will be available at venues across the UK from May. Global Brands is hoping to target the younger demographic, which is “leaning towards lower-ABV alternatives and fruit-led flavours”.
Currently sold in a range of packaged formats including 44cl cans as well as 70cl and 27.5cl bottles, the recipe of vodka and real fruit juice will remain the same in the new offering.
“We’ve pulled out all the stops to make 2025 one of our biggest years yet, and this latest launch embodies just how far we’ve come in recent years,” said Hooch brand manager Jacob Barrett. “We have plenty more exciting announcements in the pipeline for Hooch, particularly as it’s our 30th anniversary this year.”
Founded by entrepreneur Steve Perez in 1997, Global Brands’ portfolio includes VK, Reef and Franklin & Sons, among others.
Last week, the company launched a new Lemon & Lime VK iteration, which was a “standout fan favourite” during the brand’s ‘We Are Flavour’ campaign.
