Iconic drinks brand, Hooch, is celebrating its 30th anniversary with a bold £1.8 million investment in a nationwide multi-media marketing campaign. With a legacy rooted in 90s innovation and cultural relevance, Hooch is set to make a significant impact throughout summer 2025 with a campaign that pays homage to its heritage while engaging a new generation of consumers.
This milestone year sees Hooch reasserting its position as a category-defining brand, delivering a full-funnel marketing strategy designed to capture attention across both traditional and digital platforms.
At the centre of the campaign is the revival of Hooch’s original 1995 440ml can design, featured prominently across a suite of high-visibility out-of-home activations including billboards, flyposting, and branded taxi wraps. A limited-edition 500ml bottle in the same nostalgic design will roll out at key national events and stadiums, aligning closely with major cultural moments such as the highly anticipated Oasis reunion tour.
The campaign features digital six-sheets with geo-targeted creative, tailored to local audiences. In Manchester, messaging taps into the city’s cultural history with tongue-in-cheek copy such as “When Ancoats had Sankeys, not sourdough”, underscoring the brand’s deep connection to its Northern roots.
A standout visual moment will take place in Manchester’s Northern Quarter, where Hooch will unveil a large-scale mural celebrating both the city and the music that helped define the brand’s original era.
The campaign is supported by a robust PR strategy led by Hatch Communications, alongside a dynamic social media rollout developed in collaboration with Together Agency. Social and digital activity will include highly targeted paid campaigns, influencer collaborations, and rich content designed to drive engagement and build relevance with digitally native consumers.
Retail activations will complement the above-the-line activity, with in-store materials deployed across convenience, grocery, and wholesale sectors to ensure maximum visibility at point of sale.
Further cementing the campaign’s scale, Hooch’s partners will activate in over 1,400 pubs and bars across the UK, delivering immersive, retro-themed in-venue experiences. These activations are designed to evoke 90s nostalgia while introducing the brand to new consumers in a contemporary context.
Jacob Barett, Brand Manager of Hooch, said: “Hooch has always been a brand that pushes boundaries and stands out. This landmark anniversary is an opportunity to honour that legacy while investing in a bold, cross-platform strategy that reinforces our cultural relevance. Our campaign is built to create impact, drive engagement, and ensure Hooch is front-of-mind throughout summer 2025.
“This year, Hooch isn’t just celebrating 30 years, we’re making sure the whole country celebrates with us. From murals to music, we’re blending cultural icons with bold marketing to remind everyone why Hooch is still the original – and the best – good-time drink.”
Whether reconnecting with fans from its launch era or introducing the brand to a new generation of trendsetters, Hooch’s 30th anniversary campaign is set to be unmissable. With a confident blend of heritage and innovation, Hooch is poised to deliver one of its most comprehensive and culturally resonant campaigns to date.
The limited-edition celebratory can will be available through all retailer channels and major mults that currently stock the 440ml lemon Hooch can, as well as Good Time In with an RRP of £38 for a 24-pack.
