Product Launch - UK: Global Brands' Hooper’s Alcoholic Dandelion & Burdock, Ginger Brew and Cloudy Lemonade
Click through to view Molson Coors' the Hooper’s range
Global Brands' Hooper’s Alcoholic Dandelion & Burdock, Ginger Brew and Cloudy Lemonade
Category - RTD, “artisanal” flavours, 4% abv
Available - From 3 September
Location - UK, on- and off-trade markets, listings to be confirmed
Price - SRP on-trade GBP3.89 (US$6.23), off-trade convenience GBP1.99 per 50cl bottle
Marketing and distribution - Global Brands, under license from Molson Coors
Global Brands has launched the Hooper's range of “artisanal” flavoured RTDs in the UK through a marketing and distribution deal with Molson Coors.
Alcoholic Dandelion & Burdock, Alcoholic Ginger Brew and Alcoholic Cloudy Lemonade are available in the on- and off-trade and target a demand for new flavours in the ready-to-drink sector, Global Brands said late last week. An on-premise marketing campaign will support the launch.
“The Hooper’s range meets evolving consumer needs for refreshing, classically British flavours with heritage and a modern twist,” a Global Brands spokesperson told just-drinks. “It offers consumers the opportunity to discover new and interesting flavours whilst allowing customers to capitalise on the current trend for nostalgia brands made using traditional techniques and natural ingredients.”
Global Brands has recently relaunched two other Molson Coors-owned brands in the UK after acquiring licensing rights.
GLOBAL BRANDS RE-INTRODUCES TRUE BRITISH REFRESHMENT TO RTDS
Global Brands is redefining the fridge line-up by reviving Hooper’s, an artisanal range of uniquely British alcoholic beverages made with natural ingredients.
Launching this week, Hooper’s Dandelion & Burdock, Ginger Brew and Cloudy Lemonade have been created using natural flavours with no artificial colours, and are aimed at discerning 25 to 45 year-old drinkers.
Available in 500ml bottles, the traditional flavour favourites are designed to be served over ice for a relaxed, refreshing drinking experience.
The 4% ABV range takes its name from William Hooper, an intrepid explorer who travelled the globe in the early 1800’s searching for inspiration for a range of refreshing alcoholic drinks. The original Hooper’s Ginger Brew traces back to 1817 and Global Brands has signed a licensing agreement with Molson Coors Brewing Company to revive the new-look range in the UK.
Today’s iconic bottle design takes inspiration from the hoops of a traditional barrel, paying homage to the brand’s 200 year-old heritage and respecting the craft brewing techniques that William Hooper would have used.
Global Brands’ heavy weight investment package for the launch will focus on communicating Hooper’s as ‘True British refreshment’, and the range will be promoted at the point of purchase in-venue via premium branded PoS, including wooden ice buckets, branded glassware and back bar displays. In the off trade, Hooper’s will be supported via branded PoS and bespoke activity on an account by account basis.
Global Brands Marketing Director, Simon Green commented:
“Traditional RTDs are still worth over £600 million*, and fruit ciders and alcoholic ginger beers are driving very strong growth as consumers favour sweeter tasting drinks, but the Hooper’s range meets evolving consumer needs for refreshing, classically British flavours with heritage and a modern twist.
“Ciders and alcoholic ginger beers are doing so well because they provide traditional RTD refreshment and convenience but are considered more authentic and premium. The Hooper’s range offers consumers the opportunity to discover new and interesting flavours whilst allowing customers to capitalise on the current trend for nostalgia brands made using traditional techniques and natural ingredients.
“Today’s consumers expect more than ever from their drinks experience, and Hooper’s is the only range that offers the genuine heritage and classically British flavours that remind people of a simpler time. With Hooper’s we will support a burgeoning drinks trend to deliver broader category growth for the retailer.”
Original source: http://www.globalbrands.co.uk/news.html
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