Following its iconic return last year, exotic alcoholic fruit juice brand, Reef, is making waves once again with an exciting new format, as it becomes the first UK alcoholic RTD brand to become available in Tetra packaging from July.
Reef brought a nostalgic moment to UK consumers in 2024 with its relaunch, proving itself to be a timeless classic with the ability to evolve alongside changing trends. Reef is experiencing exceptional growth in the UK Off-Trade of +207%, and the brand's momentum shows no signs of slowing down, and has paved the way for the latest format expansion.
With the new Reef Tetra packaging launching in time for the warmer months, the format offers a distinct functional advantage, warming approximately two times more slowly than traditional cans under typical indoor conditions, making it an ideal choice for summer occasions.
While fans can still expect the same delicious 3.4% ABV fruit juice they know and love, Reef Tetra now offers a 330ml, 100% recyclable and fully resealable carton – perfect for on-the-go summer sipping. For those planning ahead for gatherings or social occasions, the Reef Tetra format is also available in 15x330ml packs, offering a ready-to-serve solution for any event.
The resealable format makes Reef Tetra a versatile choice for every occasion, from relaxed afternoons with friends at the park to high-energy house parties, delivering the same refreshing taste, anytime, anywhere.
Providing a recyclable solution within the RTD space with EPR, Reef’s latest innovation is approximately five times cheaper that standard bottle formats, whilst currently being exempt from DRS.
In addition to its thermal and resealable benefits, this packaging format optimises shelf space, occupying approximately 40% less space than Reef’s traditional rounded packaging. Its compact, stackable design further enhances product visibility on-shelf with its 360’ printable area, combined with the brand’s iconic and eye-catching design and strategic merchandising placement – making it set to stand out and capture consumer attention at every touchpoint.
The lightweight packaging also provides the consumer with added convenience for transportation and portability, whilst reducing weight when shipping for retailers, adding to the products’ economical benefits. As well as the format being considered more eco-friendly, the reduced shattering risk is another innovation within the packaging space.
Matthew Bulcroft, Marketing Director for Global Brands, commented: “Since we relaunched Reef back into the UK market last year, the brand has delivered exceptional sales performance, and with customer demand at an all-time high, this new format range is set to reinforce Reef’s position as a dynamic force in the RTD category.
“Launching the UK’s first alcoholic RTD in a Tetra Pack is a major milestone and a testament to our commitment to innovation. We’re incredibly proud to lead the way with this format and we can’t wait to see how consumers respond.”
Visit reefdrink.co.uk for more information.