- Global Brands relaunches classic 90s beverage, Reef?
- The ‘RTD like no other’ is available in B&M stores nationwide in time for Easter
Global Brands, the leading independent ready-to-drink expert, has announced the relaunch of its popular 90s RTD, Reef, following a remarkable 22% year on year1 growth in the off-trade RTD category.
The unique alcoholic orange and passionfruit juice drink will be stocked in B&M stores in time for Easter, available in a x10 pack of 275ml bottles with an RRP of £8, making it the perfect format for Bank Holiday and summer sharing occasions.
With an ABV of 3.4%, Reef combines a real fruit juice base with vodka, for a taste like no other; juicy, tropical and still chill. It is set to be marketed as the ultimate nostalgic RTD beverage, stirring up memories of good times and carefree days and nights.
Originally introduced in 1998, Reef quickly became a fixture in retailers, offering a refreshing blend of orange and passionfruit that captured the spirit of the 1990s. For the last 4 years, Reef has been the top-selling brand on online retailer Goodtimein.co.uk. and now, after a hiatus from the high-street, Reef returns to stores with a refreshed packaging design, while retaining its classic flavour profile.
Jacob Barrett, Brand Manager at Reef, said “We’re seeing the impact that 90s culture is having for today’s consumer, especially with the growth of our iconic Hooch brand. We feel that Reef is perfectly placed to join the nostalgia revolution and bring its chilled vibes to consumers up and down the country.
“It’s still the same great product that everyone knows and loves, but now at 3.4% ABV, to make the drink more sessionable, and ideal for summer drinking occasions.”
To drive further listings, Global Brands will execute an extensive marketing strategy to support Reef, utilising tactics including PR, social media and digital marketing activity, to attract interest from the mults and other retailers.
Marketing Director at Global Brands, Matthew Bulcroft commented
“Convenience alone is not enough to entice customers, they’re also seeking an experience when drinking. Reef offers a unique proposition that resonates with consumers’ memories of carefree summers and vibrant social gatherings in the 90s. We aim to amplify Reef’s presence in the trade sector, ensuring that both retailers and bars recognise the value it brings to their RTD offering.”
Global Brand’s wider portfolio of RTD’s includes VK, Frankin & Sons, be., Hooch, All Shook Up, Shake Baby Shake, Kick Energy, Lustre, Amigos Tequila Beer and TAKE Tequila.
For enquiries regarding Reef’s availability and stocking opportunities, please visit: https://globalbrands.co.uk/contact/
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