Hooper's Hooch

Hooper's Hooch (often simply referred to as Hooch) is an alcopop that was most popular during the mid-1990s. The name Hoopers refers to William Hooper, inventor of the hot water bottle and manufacturer of lemonade in the 1840s whose trademark was owned by Burton-on-Trent-based brewer Bass.[1] Launched in Britain in 1995 by Bass as an alcoholic lemonade, it attained immediate popularity, leading to the development of orange- and blackcurrant-flavoured versions.[1][2]

At its peak, 2.5 million bottles of Hooper's Hooch were sold each week in Britain, and it was the market leader for alcopops with up to 70% of the market.[3][4][5] However, alcopops became less popular, and the drink was discontinued in the UK in 2003.[3] Research by the Prime Minister's Strategy Unit found that between 1995 and 2001, alcopop consumption by children "grew markedly", while between 1992 and 2001, consumption of alcohol among 11 to 15-year-olds rose by 63%.[3]

It was reintroduced in 2012 in a lower alcohol formulation.

The success of Hooper's Hooch began an industry-wide trend of incorporating lighter, less calorific drinks with alcohol equal to the amount found in a standard beer or glass of wine.

Creation

The packaging for Hooper's Hooch was created by KLP Scotland, the marketing and packaging agency for the Bass Brewery.

Criticism

At the time, along with other alcopops, the drink received criticism for encouraging underage drinking by appealing to children due to its sweet taste and use of cartoon-like advertising.[2][3][6][7] With an ABV of 5.0% it was actually stronger than most lagers.[8][9] In 1996 an advertising campaign for Hooch was criticised by the Advertising Standards Authority for appealing to underage drinkers.[10] In 1997 the drink was relaunched with an 'unambiguously adult look' and a reduced sugar content to tackle that criticism, while Co-op supermarkets, Iceland, J D Wetherspoon and Whitbread stopped selling alcopops.[11][12]

Re-introduction

Hooch was reintroduced to consumers in the UK in July 2012 following a nine-year absence, with the new marketing slogan "refreshment with bite!".[9] Its bite, however had been reduced from its original nineties formulation with the new version having an ABV of 4.0%, compared to 4.7% previously.[8][13] It is sold in the UK by Global Brands Ltd and in Asia by Resolute International Marketing BV under licence from Hooch owner Molson Coors.[13] In 2014, new adverts emerged on television featuring Keith Lemon (Leigh Francis) entering a bar and asking for "'ooch" in his trademark Northern accent, with the bartender unable to understand what he means.[14]

References
  1. "Bass finds the proof is in the lemons". The Independent. London.
  2. Jay Rayner (4 November 2005). "On the streets of binge Britain". The Observer. London.
  3. Duffy, Jonathan (9 November 2005). "Magazine | What happened to alcopops?". BBC News.
  4. Mitchells & Butlers : Media Centre : News and reports
  5. "Alcopop adds fizz to Bass results". The Independent. London.
  6. "A brew to get bothered about?". The Independent. London.
  7. "Brewers act to dilute 'soft' drinks criticism". The Independent. London.
  8. "Hooch Alcoholic Lemon Brew re-launched in UK". Just-drinks.com. 4 July 2012. Archived from the original on 2 November 2013. Retrieved 14 June 2014.
  9. "Hooch, the 1990s alcopop, returns to bars". The Daily Telegraph. London. 6 July 2012. Retrieved 1 August 2013.
  10. "Alcoholic lemonade posters breach code". The Independent. London.
  11. "Bass redesigns for adult Hooch – Brand Republic News". Brandrepublic.com. 11 September 1997. Retrieved 1 August 2013.
  12. "Brewers take a fresh look at the alcopops market". The Independent. London.
  13. "Retro alcopop Hooch makes a comeback". Thedrinksbusiness.com. 5 July 2012. Retrieved 1 August 2013.
  14. "Hooch employs Keith Lemon to bring back the brand from 90s oblivion". thedrum.com. 3 February 2014. Retrieved 3 June 2014.
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