Bass launches hooper's hooch in Czech Republic

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PRAGUE -- Bass International Brewers is bringing the first "alcopop" to the Czech Republic. It is launching Hooper's Hooch through its local acquisition, Prague Breweries.

The alcoholic lemonade brand, which debuted in the U.K. in June 1995, has proved a runaway success and spawned a burgeoning new drinks sector in Bass' home country. Hooper's Hooch is now available in lemon, orange and black currant flavors in the U.K., where it sells 4.4 million cans and bottles each week.

Frank Cook, marketing director for Bass in the Czech Republic, says the impactful packaging, featuring the wicked lemon character, which contributed to the brand's success in the U.K., "will prove to be equally as popular with our core target market here in the Czech Republic." The Rowland Co. has the PR account for Bass. No ad agency has been assigned.

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