Reef was first launched by Molson Coors in 1998

Reef was first launched by Molson Coors in 1998

Global Brands is set to unveil a GBP400,000 (US$624,000) overhaul of the Reef RTD brand.

The relaunch comes four months after it acquired the rights to produce and distribute the drink in the UK from Molson Coors. Reef Orange and Passionfruit flavour is now 4% abv compared to 5% previously, a Global Brands spokesperson told just-drinks today (29 June).

Global Brands marketing director Simon Green: “The 4% abv brings Reef in line with the other brands in the RTD category, making it more consistent with consumer’s expectations of RTDs, and the new abv makes Reef the ideal base for cocktail and long drinks recipes."

Bottle packaging has also been changed and now comes with a neck label.

On-trade cocktail and long drink menus will support the launch, as well as digital media and POS, Global Brands said.

The company said the drink, which will launch tomorrow, aims to take advantage of the trend for fruity, refreshing long drinks and share serves.

“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,” said Green.

“Cocktail culture is on the rise and 18 to 24 year-olds are seeking out versatile brands that meet their expectations for ‘big nights out’.”

Molson Coors first launched Reef in 1998.

Previous flavours included pear & grape and blackcurrant & raspberry.

In March, Global Brands took over production and distribution of the 42% fruit juice RTD with an eye on growth in a sector worth GBP629m, according to recent CGA and Nielsen data.