‘Retro’ RTDs get revival treatment

Drinks firm breathes new life into long-established brands


TAKE That, Cadbury’s Wispa, Converse – there’s no shortage of products and brands that have been relaunched in the 21st century.

Now two ‘retro’ ready to drink brands are hoping for a slice of the action.
Global Brands has relaunced Reef and Hooch – two brands that were first launched in the category’s 1990s heyday – after licensing both from Molson Coors.
The firm has given 4% ABV Reef – said to be the only still RTD on the market – a new look that’s said to marry the brand’s original identity with a more premium design.
A marketing campaign will highlight the 42% juice content of the orange and passion fruit-flavoured RTD, which was first launched in 1998, and promote Reef as a summer drink and cocktail base.
Global Brands, which also owns RTD brand VK, has created a menu of long drinks, cocktail and pitcher serves for Reef, and will distribute ‘perfect serve’ sheets and point of sale material to bars.
Simon Green, marketing director at Global Brands, said the campaign aims to target 18 to 24 year old consumers via in-outlet promotions, social media activity and consumer competitions.
“Reef is the only still fruit flavoured RTD on the market and has the highest fruit juice content, so the brand delivers against consumer demands for more natural, fruity products,” he said.
“Reef is already a widely recognised brand, but we’re confident that our expertise in developing leading ready to drink brands, the on trend marketing campaign and significant customer support re-launch package will successfully re-engage former Reef fans and win new ones.”
Global Brands has relaunched Hooch Alcoholic Lemon Brew in a 500ml bottle and is promoting the RTD, first launched in the UK in 1994, as best served ‘over ice’.
Under the strapline ‘refreshment with bite’, on and off-trade activity will promote the return of the 4% ABV lemon RTD.
Green said Hooch is pitched at 18 to 35 year old males and offers an alternative to fruit beers and ciders.
“For retro brands to be relaunched successfully, they must draw on positive associations of past times by retaining the brand’s authenticity whilst also connecting with today’s consumers who are seeing the brand for the first time.” he added.
“Hooch delivers on all points as it has a loyal following and the ‘new’ over ice serve is popular with the current generation of drinkers.”

Image: Reef is the focus of a new marketing campaign, which will promote the RTD as a cocktail base.