Hooters Brand Develop Spirits

Hooters is one brand that is not afraid of innovation.  Through the years, some of their far fetched ventures have included Hooter's Air Line and a pro golf mini tour called the Hooter's Tour.  These high stakes gambles pretty much tapered off after the passing of founder Robert H. Brooks, the wing commander. Today, the firm is owned by private equity and gambles are usually focused on menu items and LTO's (limited time offers).  On July 27th, they announced a new bold move into the spirits category.  They are launching six spirits in a line that will be on sale this Fall just in time for football season.  The line-up was developed in partnership with United Spirits, Inc. a leading private label beverage company and affiliate of publicly traded Iconic Brands Inc. Ticker symbol - ICNB

The spirits are positioned as premium; however, the spirits will serve as a well brand for the restaurants.  This assumes they will not have a premium price tag.  Promotion will be focused around NASCAR Driver Chase Elliot's No. 9 Hooters Spirits Chevrolet Camaro ZL1 at Bristol Motor Speedway on August 17. The real question is if these products will be able to jump the restaurant fence and onto the liquor store shelf.

Advertising and branding beyond the NASCAR affiliation has not been publicly discussed.