Hooch, the original trailblazer of the 90s alcopop movement, is celebrating its milestone 30th anniversary with the limited-edition re-release of its iconic 1995 can – based off the original design that first hit shelves and shook up the drinks scene three decades ago.
Featuring the unforgettable lemon character that caused a stir back in the 90s, the 30th anniversary can is a vibrant nod to Hooch’s rebellious roots and its place in pop culture history.
From its original launch as the antidote to bland beer culture, Hooch has always stood for unapologetic irreverence, which has paved the way for a brand that’s grown up without ever growing old.
Hooch’s 30th year has already been one to remember, with the launch of Cherry Hooch, quickly followed by Hooch rolling out on draught to pubs and bars across the country, marking a major new chapter for the brand. With performance better than ever, the switch-on of draught taps is a celebration of both heritage and evolution.
Aligning perfectly with the Oasis reunion tour this summer, Hooch will also be releasing a limited edition 500ml PET bottle in the original ’95 design that will be available across numerous events happening this year with a strong presence in stadiums Nationwide, blending the sounds of a generation with the drink that defined it.
But the 30th celebrations don’t stop there. As 90s nostalgia continues to trend and resonate with a new generation of fans, Hooch is riding the retro wave with a bold £1.8 million investment in nationwide campaigns and multi-media marketing. The visual rollout includes unmissable taxi wraps, street flyposting, and towering billboards emblazoned with the iconic can, bringing a fresh dose of throwback to cities across the UK. In a standout visual moment of the celebrations, Hooch is also planning to unveil a striking mural in Manchester’s Northern Quarter, in a vibrant tribute to the city that helped shape the brand’s legacy.
Retail partners are also joining the party, with Hooch planning to unleash impactful in-store marketing materials across convenience, cash & carry, and grocer sectors. While the brands digital strategy is set to amplify the campaign with eye-catching online advertising, dynamic multi-platform social content, and collaborations with familiar faces to also turn-up the celebrations to max volume.
Hooch is set to turn up the flavour whilst turning back the clock, revisiting iconic past collaborations and unveiling exciting new launches later this year. As part of the anniversary campaign, Hooch will be activating in over 1,400 pubs and bars across the UK, supporting retro-themed in-venue experiences that tap into the nostalgia of 90s culture. With the brand taking centre stage in these celebrations, Hooch will connect directly with fans, whether they were there in ’95 or just discovering Hooch for the first time, bringing bold flavour and good-time energy to every corner of the country.
Jacob Barrett, Brand Manager for Hooch, says: “Three decades on, Hooch remains a cultural icon, continuing to shake up the drinks scene with bold flavours and a signature tongue-in-cheek style that it is known and loved for.
“Bringing back the original ’95 can and creating this celebratory campaign is our way of saying thank you to the fans who’ve been with us on this wild ride, both to long-time loyalists and a whole new generation discovering the brand. This is not just a nostalgic nod, it’s a celebration of 30 years of citrus-fuelled fun. Cheers to the next round.”
The limited-edition celebratory can will be available through all retailer channels and major mults that currently stock the 440ml lemon Hooch can, as well as Good Time In with an RRP of £38 for a 24-pack.
