Reef's Slogans & Taglines

Reef is an alcoholic fruit juice drink brand that first launched in 1998, becoming a defining fixture of the late-1990s and early-2000s ready-to-drink scene in the United Kingdom. Originally developed as a still, vodka-based alternative within the alcopop category, it distinguished itself through a fizz-free formulation built around real fruit juice. The flagship Orange & Passion Fruit variant combines triple-distilled vodka with a 20% fruit juice base at 3.4% ABV, delivering a smooth, sessionable profile designed for cocktail bases, long drink recipes, or simple over-ice serves. After a period of reduced visibility, the brand was acquired by Global Brands in 2023 and relaunched into the UK market in 2024, capitalising on strong nostalgia-driven demand. In 2025, Reef broke new ground as the first UK alcoholic RTD to adopt Tetra Pak packaging, introducing a resealable, 100% recyclable format that warms more slowly than traditional cans. Today, Reef targets summer social occasions and on-the-go consumption, retaining its classic flavour identity while embracing sustainable packaging innovation.