The humble pop is now going with a bang. The launch of Hooper’s Hooch alcoholic lemonade by Bass this summer seems to have hit the spot.
So pleased is Bass with the performance of its 4.7 per cent alcoholic fizz, in bottles designed by Edinburgh’s Apex Design, that it is introducing the stuff in cans, also packaged by Apex, six months ahead of schedule.
Bass is putting part of the success down to the heatwave, and to what brand director Leslie Fitzell terms “the desire among millions of consumers for an alcoholic drink that delivers real refreshment”.
Maybe. But reports suggest Hooch’s popularity may have something to do with mixing.
Apparently, hard-core boozers are drinking double vodkas “flavoured” with the innocent-looking alcoholic lemonade.
The craze is leading to monster hangovers and lots of “what on earth did I get up to last night?” blank memories.
The implications are massive. Can you drink Hooch at work without your boss sussing? Can you give it to teetotal Aunt Mabel when she visits? All of which gives the old jingle “I’m a secret lemonade drinker” an added bite.