Alcoholic fruit juice brand Reef is set to become the UK’s first alcoholic ready-to-drink (RTD) product available in Tetra Pak packaging, with the new format launching next month.
According to brand owner Global Brands, the resealable Tetra Pak offers a key functional benefit – it warms around twice as slowly as traditional cans under standard indoor conditions, making it particularly well-suited for summer occasions.
The new packaging is also highly cost-effective, being approximately five times cheaper than standard glass bottles and currently exempt from the Deposit Return Scheme (DRS). In terms of logistics and retail efficiency, the Tetra Pak format occupies about 40% less shelf space compared to Reef’s conventional rounded packaging. Its stackable, 360-degree printable design enhances shelf visibility and branding impact.
Matthew Bulcroft, Marketing Director at Global Brands, commented:
“Since we relaunched Reef in the UK last year, the brand has seen outstanding sales performance. With customer demand at an all-time high, this new format will strengthen Reef’s standing as a dynamic leader in the RTD sector.
“Introducing the UK’s first alcoholic RTD in Tetra Pak is a significant milestone and reflects our ongoing commitment to innovation. We’re proud to lead this change and excited to see the consumer response.”