Relaunch of Hooch Fox in RTD market

The RTD category was the fastest-growing category of beverages in South Africa in 2012, according to Nielsen and Euromonitor International, and is valued at R6.8 billion, equating to 10% of the market.

Described as South Africa's original fruit alcoholic beverage and popular internationally since the 90s, this spirit cooler is made with real fruit juice in five flavours: Blackcurrant, Apple, Mango, Strawberry and Ruby Grapefruit. The redesigned RTD beverage now has an alcohol percentage of 4.5% and comes in a 275 ml bottle.

"There is a growing RTD culture in South Africa and we have given the brand a fresh new look as we believe the market is now ready to re-experience the cooler," says Hooch brand manager, Jackie Cavernelis-Marais. "Together with the new look, new sales agents and an edgy marketing campaign we look forward to many new successes for this brand."