Following its iconic return last year, the exotic alcoholic fruit juice brand, Reef, is once again making waves with an innovative new format. Starting July, it will become the first UK alcoholic RTD brand to feature Tetra packaging.
Reef reintroduced a nostalgic experience to UK consumers in 2024, establishing itself as a timeless classic capable of adapting to evolving trends. The brand has witnessed remarkable growth in the UK Off-Trade, achieving a staggering +207%. This momentum has paved the way for its latest format expansion.
Launching just in time for warmer months, the new Reef Tetra packaging offers a distinct functional advantage. It warms approximately twice as slowly as traditional cans under indoor conditions, making it an optimal choice for summer occasions.
Customers can continue to enjoy the beloved 3.4% ABV fruit juice they know and love. Reef Tetra now comes in a 330ml, 100% recyclable, and fully resealable carton—ideal for on-the-go summer sipping. For social gatherings, the Reef Tetra format is also available in 15x330ml packs, providing a convenient ready-to-serve solution for any event.
The resealable format of Reef Tetra enhances its versatility for various occasions, from leisurely afternoons in the park to lively house parties, delivering the same refreshing taste anytime and anywhere.
By introducing a recyclable solution within the RTD space under EPR, Reef’s latest innovation is approximately five times cheaper than standard bottle formats and is currently exempt from DRS. This makes it a smart choice for both consumers and retailers.
Additionally, this packaging format optimizes shelf space, occupying about 40% less area than Reef’s traditional rounded packaging. Its compact, stackable design not only enhances product visibility on shelves but also features a 360° printable area adorned with the brand’s iconic and eye-catching design, strategically placed for maximum consumer engagement.
The lightweight Tetra packaging offers added convenience for transportation while reducing shipping weight for retailers, further contributing to the product’s economical advantages. Coupled with its eco-friendliness, the reduced risk of shattering adds yet another innovative aspect to this packaging solution.
Matthew Bulcroft, Marketing Director for Global Brands, stated: “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.”
For more information, visit reefdrink.co.uk.
