Global Brands owns RTD brand VK as well as energy drink Kick Energy and Corky’s shots.
Marketing director Simon Green said: “We are delighted to bring Reef into Global Brands’ portfolio. The RTD category is worth over £400 million and there is still a clear consumer demand for great-tasting, differentiated drinks. We strongly believe in both the category and the brand, and through focus, innovation and investment, we plan to develop Reef to unlock all of its potential.”
Molson Coors brands managing director Chris McDonough said: “We are very proud of the success of Reef since its launch in 1998 and it still remains a favourite with consumers. Global Brands’ extensive experience in the RTD market makes them ideally placed to ensure Reef realises its full future potential and we wish them every success.”
The agreement starts today (March 2), but existing customers should continue to order in their normal way and will be contacted if they need to change in the future.