The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Global Brands-owned alcoholic lemonade brand Hooch has unveiled a new ‘enhanced’ RTD range, Soopa Hooch. Designed to give the same taste as the brand’s classic products, the new range is said to "take Hooch to the next level". The drinks are caffeinated with taurine and guarana and stand at 8% ABV, twice that of Hooch’s original products which have a 4% ABV. The range is available in three flavours, Electric Lemonade, giving notes of orange, lemon and lime; Darkest Berry, which combines berries with lemon; and Twisted Tropical, which provides an orange and pineapple flavour. The new range features a smooth vodka spirit base, with 32mg of caffeine per 100ml, as well as natural caffeine through taurine and guarana. According to the brand, the enhanced RTD category is currently experiencing “huge” growth, increasing 25.5% YoY. Charlie Leaver, head of brand at Global Brands, said: “As a leading traditional RTD brand, Hooch has great brand recognition and an audience ranging from new consumers through to shoppers that know and love the brand from the 90s. We can’t wait to add value to the enhanced RTD category with an easily recognisable and innovative brand. The appeal and recognition of Hooch is set to shake-up an already high-growth area of RTDs. She continued: “As the biggest supplier of packaged cocktails to the off trade, Global Brands look forward to elevating the enhanced RTD category with our innovation and expertise”. The new beverages are available to purchase in select UK retailers now, for an RRP of £2.89 per 440ml can. In January, Molson Coors sold Hooch – along with the Hooper's and Reef trademarks – to Global Brands for an undisclosed sum.