Iconic RTD brand, Hooch, made its first ever move on draught in spring 2025, responding to growing consumer appetite for fruit-forward, lower-ABV serves that offer something genuinely different on the bar. For the first time in its 30-year history, the iconic alcoholic lemonade was kegged and poured through taps into bespoke glassware, delivering a highly sessionable serve designed for today’s longer, more sociable drinking occasions.

Since launch, Hooch on Draught has been installed in over 95 on-trade venues across the UK, quickly establishing itself as a standout addition to the T-bar font and a proven sales driver. Positioned as the only alcoholic lemonade available on draught, the format allows Hooch to compete confidently within the kegged alcohol space alongside beers and ciders, while complementing existing Hooch can sales rather than cannibalising them – adding incremental value and volume for operators.

Visibility has been a key factor in the draught format’s success. Distinctive and eye-catching POS, including a bespoke tap handle, badge and glassware, has helped Hooch on Draught cut through at the bar, driving trial, rediscovery and repeat purchase among consumers. In fact, CGA data shows that Hooch is now the fastest growing RTD in the on-trade, with sales increasing 47%*, further underlining the opportunity for brands that can deliver both familiarity and standout appeal.

Hooch Draught’s rollout builds on a landmark year for the brand, following its £1.8m multimedia 30th anniversary campaign, which generated hundreds of millions of impressions and reignited engagement with both new and lapsed drinkers. That momentum translated into strong commercial performance, with a 70% year-on-year uplift in volume in 2025, including 3.4 million litres sold over the summer period alone.

Growth was particularly strong in the on-trade, where Hooch delivered 63% value growth during the summer campaign period, while the off-trade surged 78%, highlighting the brand’s cross-channel appeal. The brand’s performance has also been recognised by the industry through multiple awards.

Hooch on Draught is now playing a key role in sustaining that growth. With over 53% of Hooch drinkers aged 18-44, the format is resonating strongly with younger consumers who are increasingly moderating alcohol intake without compromising on flavour, fun or brand affinity.

Jacob Barrett, Senior Brand Manager for Hooch, said: “Hooch on Draught delivers something genuinely different on the bar. It taps into familiarity while feeling fresh and highly sessionable, at a time when consumers are looking for drinks that offer more than just the liquid itself. Pulling 86,000 pints in such a short space of time is a clear sign of demand, and with strong plans in place for the year ahead, we see draught playing a major role in driving availability, visibility and growth for the brand.”

With a clear sense of momentum behind the brand and continued investment planned across the on-trade, Hooch is proving that established brands can evolve successfully to meet modern drinking trends, as consumers discover and rediscover Hooch on taps across the UK.