Reef – one of the original RTD brands of the 1990s – is set for a reboot after owner Molson Coors licensed it to Global Brands.
The bottled pre-mixed vodka drinks, which include flavours such as Orange & Passionfruit, are being reviewed, including its current ABV of five per cent.
Global Brands marketing director Simon Green said they would draw on their extensive experience in the RTD market through its brand VK to “unlock all of its potential”.
“We know we can bring a bit of excitement into the market which we anticipate will get the brand moving again,” he said. He added that Reef, launched in 1998, had a point of difference as a non-carbonated RTD.