As the new owner of the brands, UK-based Global Brands says it gains an ‘unrestricted opportunity to grow the brands in a way that aligns with the company’s vision, making them truly part of the portfolio in a way that only ownership can bring’.
Global Brands is the biggest branded supplier of packaged cocktails to the UK Off Trade (by volume). Hooch, Hooper’s, and Reef join the expanding and popular Global Brands portfolio – which includes VK, the biggest RTD brand in the On Trade, Franklin & Sons, the 2nd biggest premium tonic brand in the On Trade, and All Shook Up, Shake Baby Shake, Beviamo, Kick Energy, Lustre, and Amigos Tequila Beer.
The company points to ‘huge growth’ for Hooch since it took on distribution in 2012. Recent NPD for Hooch under Global Brands includes the launch of Pink Hooch in 2020 – the most successful ready-to-drink NPD launch of the year , says the company quoting to Nielsen data – and the launch of Orange Hooch in the summer of 2022. Alongside the original alcoholic lemon brew Hooch is the passion fruit and mango sidekick Hoola Hooch, and a range of Hooch spirits.
Steve Perez, Chairman and Founder of Global Brands said: “We are delighted to welcome the Hooch, Hooper’s and Reef brands as fully-fledged members of the Global Brands family. This will give us the opportunity to invest further into the brands with the added security of owning the equity.
“We re-launched Hooch in 2012 at the Publican Awards with Keith Lemon and reinvigorated the brand, with new flavours and focus. Hooch is a staple of the RTD category sold by major retailers, and is a popular, well-loved brand. This deal will reinforce Global Brands’ position as the leading independent producer of RTD brands in the UK.
“We have lots of ideas for innovation and look forward to sharing these with the trade and consumers shortly. We have enjoyed a fantastic supportive relationship with Molson Coors over the years and look forward to continue working closely together through their route-to-market team. It’s an exciting start for GBL in 2023!”
Nino Beneta, Managing Director of Molson Coors Export and License EMEA & APAC said: “We are excited to see Global Brands progress in growing these brands over the last decade and look forward to seeing the continued success and growth of the Reef, Hoopers and Hooch brands going forward.
“Moving forward as an EMEA & APAC Export and License team our focus will continue to be on a select portfolio of key international brands such as Coors, Staropramen, Carling, Madri Excepcional and Blue Moon.”
