Throwback RTD brand Reef has reported a significant growth with buyers up 49.1% YOY and purchase frequency up 75.7% YOY.
Reef came back onto the scene in 2024 and “instantly flew off the shelves”, said the brand, proving the “thirst for 00s nostalgia remains stronger than ever”.
Its signature Orange & Passion Fruit vodka RTD was reintroduced with a lower 3.4% ABV, aiming to align with Gen Z’s more mindful approach to alcohol, said the Global Brands-owned brand.
In July, the brand rolled out its RTD in a resealable tetra carton format (RRP: £1.99/330ml), in a first-of-its-kind move for the alcoholic RTD market.
The new packaging is 100% recyclable and stacks smartly on shelves.
Whilst the brand looks to appeal to a new wave of drinkers, its nostalgia drinkers remain the core audience, it said. The ”OG glass bottles” will continue to be a hero sku, added Reef.
No comments yet