Reef to become first UK RTD sold in Tetra packaging

Reef is to become the first alcoholic RTD in the UK to transition to Tetra packaging.

The vodka and fruit juice drink – which returned to UK supermarkets last year – will move to the new format from July.

The 330ml recyclable and resealable carton provided “added convenience for transportation and portability, whilst reducing weight when shipping for retailers”, said brand owner Global Brands.

It was also slower to warm than glass or canned packaging, making the new-look Reef “a versatile choice for every occasion”, the supplier added.

The transition into Tetra will enable Reef to dodge EPR fees on glass bottles, and the packaging is also exempt from DRS.

Since relaunching in the UK last April, Reef had “delivered exceptional sales performance, and with customer demand at an all-time high”, said Global Brands marketing director Matthew Bulcroft.

“This new-format range is set to reinforce Reef’s position as a dynamic force in the RTD category,” Bulcroft said. “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.”

Originally introduced in 1998, Reef was part of a slew of fruit-forward RTD products including Smirnoff Ice, Hooch WKD and Bacardi Breezer – the latter of which has this month returned to UK shelves – to enjoy widespread appeal in the late 1990s and early 2000s.

Global Brands bought the rights to Reef and Hooch from Molson Coors in 2023, having produced both RTDs under licence since 2012.