Lemon – real name Leigh Francis – is famed for hosting panel show Celebrity Juice and hit the big screen last year in Keith Lemon: The Film.
He will front a campaign including TV slots, outdoor advertising, social media initiatives, on-pack promotions, on-trade activity and celebrity appearances.
Global Brands’ marketing director Simon Green said: “Known as the drink that defined the 19900s, 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.”