The new format was launched at the Northern Bar and Restaurant Show in Manchester earlier this week before being rolled out to venues across the UK from May.
To support the launch, Global Brands have developed a range of PoS material to drive awareness, including bespoke tap handles and glassware.
Currently available in packaged format, the original Hooch recipe of vodka and real fruit juice with a 3.4% alcohol content will remain the same in the new draught offering.
Global Brands head of brand Craig Chapman told The Morning Advertiser (The MA) the RTD category was very important for the on-trade: “In a busy pub, speed of service is crucial, and RTDs can facilitate that.
Drive volume
“But it’s more than just speed. We know consumers are looking for flavour, and Hooch draught not only delivers on flavour but also can drive volume and decrease the time consumers spend queuing at the bar.”
Chapman added while flavour has continued to drive innovation within the RTD space, nostalgic serves like Hooch and Reef have also been making a comeback and influencing the category.
In addition, Chapman said adding Hooch draught to line ups puts the RTD category on par with other key segments, such as beer or cider.
He continued: “We’ve worked hard to make sure our tap handles entice customers to give it a try and disrupt, by bringing that nostalgia element to the forefront.
“We know fridge space is fiercely competitive, but in a busy bar, the fridges can be often overlooked by consumers.
“Hooch Draught brings the brand out of the fridge and puts it front and centre on the bar, so that visibility is going to really help drive sales.
Talking point
“The Hooch tap is colourful and different, which will definitely be a talking point while standing at the bar.”
Introduced in the nineties, Hooch has become a popular option for millennials and Gen Z.
According to Global Brands 53% of Hooch drinkers fall within the 18-44 age range.
Hooch brand manager Jacob Barrett commented: “This is a major milestone in the history of Hooch and we’re extremely proud to finally be unveiling the OG Lemon beverage as a draught option.
“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.”
