The tie-up, which is part of a wider campaign by brand owner Global Brands, will include TV slots, outdoor advertising, social media link-ups, on-pack promotions, on-trade activity and celebrity appearances.
Global Brands’ marketing director, Simon Green said: “Known as the drink that defined the nineties, Hooch was re-launched in 2012 to great acclaim. Renowned as the Brit Pop beverage, Hooch now appeals to a new generation with a distinctive zesty taste.
"With such a reputation to withhold, we needed someone to take Hooch to the next level. As former Business Man of the Year 1993, Keith Lemon is obviously the perfect man for the job and we can’t wait to see what he comes up with."
'Chuffed'
Celebrity Juice host and presenter Keith Lemon added: “I am right happy and chuffed t' be the face of 'Ooch. And as the face of it I am hoping that me face will literally be on't bottle, on't posters and surely will be doing a fancy ad campaign that will also feature me face to ensure big sales of what can only be described as the drink of the 90's re-born to the present date featuring my face on't bottle and all the other stuff that I just said me face will be on. Word t' ya mum!”
Hooch, which is 4% ABV, is targeted primarily at 18 to 35 year-old males.
