Coors has axed the alcopop Hooch after eight years on the market. The announcement yesterday comes on the back of a drop in sales last year.

The alcoholic lemonade drink was one of the first in the alcopop field when it was launched in June 1995. The drink became legendary as anti-drink campaigners in the UK accused it of targeting children. At its height in 1998 the brand was selling more than two million bottles a week.

Sales last year dropped by 66% to 27m bottles, worth £29m ($48.7m), as the brand was overtaken by Bacardi Breezer and Smirnoff Ice.