Retro RTD, Reef, is reporting significant growth in the category with buyers up +49.1 per cent YOY and purchase frequency up +75.7 per cent YOY, proving that love for the brand is stronger than ever.
With Reef launching a new resealable tetra carton format this summer in a first-of-its-kind move for the alcoholic RTD market in the UK, the brand is going from strength to strength.
Loved by ravers and revered by the Y2K crowd, Reef burst back onto the scene in 2024 and instantly flew off the shelves, proving the thirst for '00s nostalgia remains stronger than ever. Now appealing to a new wave of drinkers, Reef has found fresh relevance among Gen Z, who are drawn not just to the throwback branding but also to the way it fits into their lifestyle. With a lower ABV and a light, fruity flavour profile, Reef aligns perfectly with Gen Z’s more mindful approach to alcohol. Its signature Orange & Passion Fruit flavour, infused with real fruit juice and a 3.4 per cent ABV vodka kick, delivers a juicy hit of exotic freshness that made it a cult classic.