Hooper's Hooch

Hooper's Hooch (often simply referred to as Hooch) is an alcopop that was most popular during the mid-90s. Launched in Britain in 1995 by Burton-on-Trent-based brewer Bass as an alcoholic lemonade, it was initially very popular leading to the development of orange and blackcurrant flavoured versions of the drink. [http://findarticles.com/p/articles/mi_qn4158/is_19950813/ai_n14000411 Bass finds the proof is in the lemons | Independent, The (London) | Find Articles at BNET.com ] ] [http://www.guardian.co.uk/travel/2004/sep/05/restaurants On the streets of binge Britain | Society | The Observer ] ] The name "Hoopers" refers to William Hooper, inventor of the hot water bottle and manufacturer of lemonade in the 1840s whose trademark was already owned by Bass.

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. [http://news.bbc.co.uk/1/hi/magazine/4419578.stm BBC NEWS | Magazine | What happened to alcopops? ] ] [ [http://www.mitchells-butler.com/index.asp?pageid=64&archive=yes&id=1997/170997 Mitchells & Butlers : Media Centre : News and reports ] ] [ [http://findarticles.com/p/articles/mi_qn4158/is_19960919/ai_n14068582 Alcopop adds fizz to Bass results | Independent, The (London) | Find Articles at BNET.com ] ] However, alcopops became less popular, and the drink was discontinued in the UK in 2003. The drink is still sold in the US by United States Beverage in Hard Lemonade, Hard Orange, Hard Berry and ICE (citrus) flavours. [ [http://www.hoopershooch.com Hooch Age Verification ] ]

Hooper's Hooch is mostly notable for being the first alcopop. It's success began an industry-wide trend of incorporating lighter, less caloric drinks with alcohol equal to the amount found in a standard beer or glass of wine. As a result products such as Bacardi Breezer and Mike's Hard Lemonade are standard drinks in most pubs and bars today.

Creation

Hooper's Hooch was created in 1995 by Ron Bray, a graphic designer contracted by Bass Ale. Bray currently chairs the graphic design department at the University of Central Lancashire (UClan) in Preston, England.

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 using cartoon-like advertising. [ [http://findarticles.com/p/articles/mi_qn4158/is_19960103/ai_n9632371 A brew to get bothered about? | Independent, The (London) | Find Articles at BNET.com ] ] [ [http://findarticles.com/p/articles/mi_qn4158/is_19960111/ai_n9634632 Brewers act to dilute 'soft' drinks criticism | Independent, The (London) | Find Articles at BNET.com ] ] In 1996, an advertising campaign for Hooch was criticised by the Advertising Standards Agency for appealing to underage drinkers. [ [http://findarticles.com/p/articles/mi_qn4158/is_19960117/ai_n9637274 Alcoholic lemonade posters breach code | Independent, The (London) | Find Articles at BNET.com ] ] In 1997 the drink was relaunched with an 'unambiguously adult look' and a reduced sugar content to tackle criticism they were appealing to underage drinkers, while Co-Op Supermarkets, Iceland, J D Wetherspoon and Whitbread stopped selling alcopops. [ [http://www.brandrepublic.com/News/55243/ Bass redesigns for adult Hooch - Brand Republic Login - Brand Republic ] ] [ [http://findarticles.com/p/articles/mi_qn4158/is_19970808/ai_n14123275 Brewers take a fresh look at the alcopops market | Independent, The (London) | Find Articles at BNET.com ] ]

References