Pink Hooch launched with bold attitude and the tagline #notprettyinpink

Hooch distributor Global Brands has announced the launch of a new variant, Pink Hooch, comprising an alcoholic raspberry lemonade with the signature Hooch citrus kick.

The can and bottle features an abstract black, yellow and pink design and a tagline #notprettyinpink, and the launch campaign focuses on the drink being ‘pink with attitude’.

Pink Hooch joins the iconic lemon flavour, Hooch Lemon Brew, and its tropical counterpart Hoola Hooch.

Hooch brand controller Christian Sarginson says: “In the drinks industry the power of pink is plain to see, with pink ready-to-serve drinks growing by 357% year on year in the UK off-trade (Nielsen). Through the launch of an alcoholic raspberry lemonade with attitude, we are tapping into the consumer’s lust for pink drinks while injecting into the market a bold, flavour-packed and degendered take on the trend.”

Available in 275ml bottles, 440ml cans and 70cl bottles (both price-marked and non-priced-marked), Pink Hooch has a 4% abv.

With a strong marketing campaign ahead, the Hooch brand will be engaging with consumers via digital advertising on YouTube and a multitude of websites, as well as social media and influencer work that will reach over 20 million consumers.

Tel: Global Brands (01246) 216000