New Products: Reef breaks ground with Tetra format, Absolut unveils Tomorrowland-themed bottles

UK – Alcoholic fruit juice brand Reef is set to make history as the first UK alcoholic ready-to-drink (RTD) brand to launch in Tetra Pak packaging.

Rolling out next month, this bold shift marks a significant innovation in the RTD space, driven by Reef’s owner, Global Brands, who cites both functional and commercial benefits.

The new Tetra format offers a resealable, lightweight, and space-efficient alternative to traditional cans and bottles.

Notably, it warms at roughly half the rate of conventional cans under typical indoor conditions—making it particularly suited for summer gatherings.

The format is also cost-effective, estimated to be five times cheaper than standard bottle packaging, and currently exempt from the UK’s Deposit Return Scheme (DRS).

From a retail perspective, the design is equally compelling. The Tetra packs occupy 40% less shelf space than Reef’s standard rounded bottles, and their stackable shape and full 360° printable surface are expected to boost shelf visibility and brand impact.

“Since we relaunched Reef into the UK market last year, the brand has seen phenomenal sales,” said Matthew Bulcroft, Marketing Director at Global Brands.

“This new format strengthens Reef’s standing as a dynamic player in the RTD sector. Becoming the first to launch an alcoholic RTD in Tetra Pak is a major milestone and a clear reflection of our commitment to innovation.”

Absolut, Tomorrowland unveil artistic limited-edition bottles

In a separate brand collaboration blending music and mixology, Absolut Vodka has teamed up with the iconic electronic music festival Tomorrowland to release a limited-edition bottle series.

The design pays homage to the 2025 festival’s main stage theme, Orbyz, with intricate, 360° screen-printed artwork featuring frost glow and metallic inks.

“This is no ordinary festival partnership,” said Deb Dasgupta, Global VP Marketing at Absolut Vodka.

“We share deep values of inclusivity and creativity with Tomorrowland. Through our unique bottle designs and interactive experiences, we’re creating moments that bring diverse communities together through the universal language of music.”

Adding to the excitement, Debby Wilmsen, spokesperson for Tomorrowland, commented, “This marks the first time our global stage theme has inspired a partner product.

“The collaboration with Absolut’s creative team has produced three stunning limited-edition bottles that embody the spirit of Tomorrowland—unity, imagination, and celebration.”

The 700ml bottles, filled with Absolut Original Vodka, have launched in Thailand, with additional rollouts planned in Belgium, the Netherlands, Switzerland, Poland, Slovakia, and Serbia in June, followed by Brazil in September.

Together, these two launches demonstrate how brands are pushing the boundaries of packaging innovation and creative partnerships to engage today’s experience-driven consumers.

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