Coors Brewers is looking to shake and stir a sluggish ready-to-drink (RTD) sector with the launch of Reef cocktails.
Amid speculation that the RTD bubble has burst, Reef has turned to a thriving cocktail culture in an attempt to introduce some much needed innovation into the market.
More than a dozen Reef-based concoctions have been created in which each of the five flavours in the range are mixed with a variety of spirits, liqueurs, juices and soft drinks.
As the only established still RTD, Reef is perfectly placed to make a foray into the cocktails market as a quick, easy to use base, according to Mark Prescod, Reef brand manager. "Overall, last year was a disappointing one for the RTD sector and a number of brands fell into decline, but Reef is the only brand that is continuing to innovate," he said. "Our research has shown that the number of pubs serving cocktails is up 10 per cent year-on-year and Reef cocktails provide licensees with an easy and great tasting way to tap into this growth."
Brand director Warren Langley said: "In the RTD category, innovation is extremely important. The concept of Reef cocktails responds directly to consumer demand for new and interesting drinks, and is designed to capitalise on the recent growth of the profitable cocktails market."
The range of cocktails has been designed in conjunction with cocktail consultants Behind Bars and involves shaking, straining and muddling. They can be served in either individual glasses or sharing pitchers.
Steve Dingley of Behind Bars said: "These cocktails have been designed with pubs in mind and are very easy to make. Because it's 50 per cent fruit juice Reef is very easy to mix and works well with a variety of spirits."
In addition to sending out more than 2,000 cocktail kits to UK pubs and bars, Coors will be flexing its marketing muscle on behalf of the new initiative with extensive advertising in magazines.
- 100ml Red Berry & Kiwi Reef
- 25ml Morgans Spiced Rum
- 12.5ml apricot liqueur
- 12.5ml lemon juice
Shake and strain over ice. Garnish with kiwi wheel.