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Bass begins a summer press campaign for its alcopop Hooper’s Hooch

this week, which emphasises the drink’s taste rather than its alcohol

content.

The ads, through agency Euro RSCG Wnek Gosper, depict a series of spiky

objects to reflect the strapline ’Hooch Lemon. That little bit

sharper’.

’This campaign will position Hooch once and for all as a grown-up,

legitimate alcoholic drink, which is refreshing and aspirational,’ says

Kevin Wallace, Hooch senior brand manager. ’It’s time to forget all the

ill-conceived media coverage and remind people what Hooch really stands

for.’ Hooch, launched in 1995, was the original alcopop.