MEDIA ANALYSIS: BRAND SPEND ANALYSIS - Hooper’s Hooch drinks in its success as the most popular brand in its sector

Given that it has acquired a status as the favourite teen tipple, some might argue that Hooper’s Hooch is a controversial product. Manufacturer Bass Brewers, however, is likely to defend it to the hilt, given that it has been one of the beverage success stories of the 90s.

Given that it has acquired a status as the favourite teen tipple,

some might argue that Hooper’s Hooch is a controversial product.

Manufacturer Bass Brewers, however, is likely to defend it to the hilt,

given that it has been one of the beverage success stories of the

90s.



Launched in June 1995, Hooper’s Hooch Alcoholic Lemon was the UK’s first

drink of this type and has become the most successful brand in this

market sector.



Each bottle is made with the juice of one whole lemon, and the alcohol

content is 4.7 per cent. More than two million bottles of Hooch are sold

each week via almost 90,000 licensed outlets, and the brand now accounts

for almost half of the flavoured alcoholic beverages market. The brand

is now global, being exported to over 30 countries.



Recent brand innovations include the launch of Hooper’s Reef, a still

alcoholic fruit drink. And Bass has said its three most recently

launched products - Caffrey’s, Carling Premier and Hooch - now account

for over a quarter of the group’s profits.



Even though Hooch is popular with the under-18s, Bass positions it as a

fun drink for young adults, and this is reflected in its sponsorship of

comedy on Channel 5.



The adspend for Hooch in 1999 has increased sharply to pounds 1.75

million compared with a surprisingly small spend of pounds 250,000 in

the same period in 1998. The increase reflects a dramatic change in ad

strategy - the brand is now promoted largely on TV and radio, instead of

using press and posters.



In the first nine months of 1998, the national and regional press,

together with a number of glossy magazines, landed a total of pounds

254,679. That has shrunk in 1999 to just pounds 16,288. Outdoor only

earned pounds 5,000 of spend in 1998, but got nothing at all in

1999.



This year, Hooch suddenly became a major television advertiser, spending

pounds 1.72 million in the first nine months - it had spent nothing on

the medium last year.



The brand has advertised on more than 50 different television regions or

channels including Sky 1 (16 per cent of TV spend); LWT (14 per cent);

ITV Central (8 per cent); Channel 4 London (6 per cent); Channel 4

Midlands (4 per cent); and Sky Sports, Channel 4 North West, ITV

Scotland and ITV Yorkshire, all at 3 per cent each. In total, ITV picked

up pounds 690,000, Channel 4 gained pounds 493,000, Astra received

pounds 424,000 and Channel 5 landed pounds 109,000.



Radio ads appeared on Virgin’s London and national stations, while the

brand’s limited press advertising in 1999 was placed in The Grocer, OK!

and Loaded. In 1998, Hooch used the tabloid press and glossy magazines

such as Cosmopolitan, FHM and Maxim.



Direct mail activity in 1999 has included the mailing of a Hooch Nation

seven-inch record, with text inviting recipients to enjoy a cool bottle

of Hooch as they listen to the music.



Research by Media Monitoring Services, tel: 01344-627553

www.mediamonitoring.com.