Looking back, with what has become the norm now, it all seems as innocent as Olivia Newton John at the start of Grease. Four percent alcohol is nowadays viewed as nothing and Hooch actually tasted of cloudy lemonade, if a touch on the confected side. The problem most people had was with the label saying it appealed to children.
Hooch is a bit like British radio DJ Chris Evans. I the mid 1990's it was the bad boy, promoting excess and debauchery, turning up for work late and hungover. Nowadays, with the success of Magners Cider and Crabbies Alcoholic Ginger Beer being served over ice in civilised company, Global Brands is hoping that Hooch can do what Chris Evans has done, grow up, become more presentable and become a part of the establishment - with just an occasional glimpse back at the naughtiness that went on two decades ago.