It’s a 90’s Thing.
Take it back to the mid-90s - Britpop was on the radio, shell suits were in, and a bright yellow drink called Hooch showed up on the scene and totally changed our drink culture.
Launched in 1995, Hooch was one of the first alcopops to hit the UK market. It looked like lemonade, tasted like lemonade, but had a naughty 4.7% alcohol kick. In no time, it was flying off the shelves - up to 2.5 million bottles a week - and everyone from uni students to your auntie at a BBQ had a bottle in hand.
But, as with most wild parties, things got a bit out of hand. Hooch (and alcopops in general) caught a bad rep for appealing to underage drinkers. Critics said the sweet taste and bright branding were too kid-friendly. After a whole host of media pressure and shifting trends, Hooch slowly disappeared and was eventually pulled from shelves in 2003.
The Comeback.
Fast forward to 2012, and like every good ’90s throwback, Hooch made its way back in. This time, it had a slightly lower ABV (4.0%) and a new on-brand ambassador, Keith Lemon. The brand leaned hard into its retro vibes and tongue-in-cheek humor, and it worked. Suddenly, people were once again cracking open a cold Hooch, this time ironically (or maybe not).
Now in 2025, Hooch is going BIG. With it’s brand new launch on tap in pubs and venues across the UK, they’re back and they’re making noise.
Jacob Barrett, the brand manager, put it like this:
“Launching Hooch on draught is a landmark moment for the brand as we celebrate 30 iconic years. This isn’t just a new format; it’s a bold new era for Hooch.”
He’s not wrong. This move taps into two things Brits love: nostalgia and summer pints. And let’s be honest - if there was ever a drink made for a long and chilled sunny afternoon in a beer garden, it’s Hooch.
Of course, no proper comeback is complete without the right brand merch - and Hooch’s is as bold and as on-brand as you’d expect. Wrapping their arms around their 90s heritage, we’re talking bright yellow bucket hats, oversized logo tees, sticker-style glasses, custom tap handles and even bum-bags to complete the look. It’s the spirit of the 1990s bottled, and whether you’re into ironic nostalgia or just genuinely think the lemon-drip look is on point, there’s something in there for you.
Why It Still Works.
Part of Hooch’s staying power is it’s connection to youth culture - both then and now. It’s kept it’s total authenticity. Back in the day, it was the rebellious drink of choice, and today it rides the wave of retro revival with its chest out. It’s not trying to be serious or sophisticated - It’s fun, it’s fizzy, and it’s here to party. It’s Hooch.
So, whether you’re reliving your youth or discovering Hooch for the first time, get ready to see a lot more of it - especially on tap this summer.
