Reef resurfaces as the ‘ultimate nostalgic’ ready-to-drink

Popular 1990s ready-to-drink brand Reef has been relaunched by independent RTD expert Global Brands.

Already available in independent pubs and bars across the UK, the alcoholic orange and passionfruit juice drink is now accessible to on-trade for stocking, as well as wholesalers.

Global Brands describes the reborn Reef as ‘perfect for summer sharing occasions’ with an ABV of 3.4%, combining a real fruit juice base with vodka.

It is being marketed as the ‘ultimate nostalgic’ RTD beverage, having originally been introduced in 1998, when it became a fixture of that era’s bar fridges, before slipping from view.

But for the last four years, Reef has been the top-selling brand on online retailer, prompting its return to the on-trade with a refreshed design, while retaining its classic flavour profile.

Brand manager Jacob Barrett 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 venues 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.”

Global Brands plans an extensive marketing strategy to support Reef, utilising PR, social media and digital marketing activity, in a bid to land a major national on-trade listing.

Marketing director at Global Brands, Matthew Bulcroft, added “Convenience alone is not enough to entice customers, they’re also seeking an experience when they’re out 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 on-trade sector, ensuring that 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.