The Reef brand from Coors Brewers has been extended with the introduction of a new Pear and Grape variant.
Just six months since the last new flavour, Blackcurrant and Raspberry, Coors has broadened the range in an attempt to retain its growth in an otherwise struggling ready-to-drink sector.
Brand director Warren Langley attributes the brand's success to the way Reef's range of flavours has been carefully managed.
"We have taken a decision to never have more than five flavours in the Reef range," he said. "This allows us to give consumers plenty of choice but, at the same time, ensures we can maintain a focus on the benefits of each flavour.
"We carry out regular taste tests with our consumers and all our flavours are performing well. We are particularly pleased that the new Pear & Grape flavour has been rated fourth out of all RTDs, while Orange & Passionfruit is in second place.
"In the RTD category, colour is extremely important," added Mr Langley. "For example, our current range stands out extremely well in the chilller and looks exceptionally vibrant on shelf behind the bar."
The new addition, available to the on-trade immediately, is part of a £9.5m investment behind the brand.
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Coors turns over a new Reef (5 February 2003)