Global Brands, the leading independent ready-to-drink expert, has announced the relaunch of its popular 90s RTD, Reef.

Already available in independents pubs and bars across the UK, the alcoholic orange and passionfruit juice drink is now accessible to on-trade for stocking, as well as wholesalers.

Described as perfect for summer sharing occasions and with an ABV of 3.4%, Reef combines a real fruit juice base with vodka, for a taste like no other; juicy, tropical and still chill. It is set to be marketed as the ultimate nostalgic RTD beverage, “stirring up memories of good times and carefree days and nights”.

Jacob Barrett, Brand Manager at Reef, said: “We’re seeing the impact that 90s culture is having for today’s consumer, especially with the growth of our iconic Hooch brand. We feel that Reef is perfectly placed to join the nostalgia revolution and bring its chilled vibes to venues up and down the country.

“It’s still the same great product that everyone knows and loves, but now at 3.4% ABV, to make the drink more sessionable, and ideal for summer drinking occasions.” 

To drive further interest from stockists, Global Brands will execute an extensive marketing strategy to support Reef, utilising tactics including PR, social media and digital marketing activity, in a bid to land a major national on-trade listing.

Marketing Director at Global Brands, Matthew Bulcroft added: “Convenience alone is not enough to entice customers, they’re also seeking an experience when they’re out drinking. Reef offers a unique proposition that resonates with consumers’ memories of carefree summers and vibrant social gatherings in the 90s.

“We aim to amplify Reef’s presence in the on-trade sector, ensuring that bars recognise the value it brings to their RTD offering.”