Following its return last year, alcoholic fruit juice brand Reef is set to become the first UK alcoholic RTD brand available in Tetra packaging.
Reef is currently experiencing strong growth in the off-trade of 207%, with the brand’s momentum paving the way for the latest format expansion. From July, the 3.4% ABV fruit juice will be available in a 330ml, recyclable and resealable carton.
With the new Reef Tetra packaging launching in time for summer, brand owner Global Brands noted that the format offers a distinct functional advantage, warming approximately two times more slowly than traditional cans under typical indoor conditions. Meanwhile, the resealable format makes Reef Tetra a versatile choice for multiple occasions.
In addition to its thermal and resealable benefits, the 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.
The lightweight packaging also provides the consumer with added convenience for transportation and portability, whilst reducing weight when shipping for retailers. 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.”
