Simon Green, Global's marketing director, said that there is still 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," he said.
Global Brands owns, markets and distributes a range of brands across the spirit, beer, RTD and energy drinks categories, including VK, Corky’s, Kick Energy, Amigos Tequila Beer, Thorntons Chocolate Liqueur, St Germain Elderflower liqueur and Four Roses bourbon.
"Global Brands extensive experience in the RTD market makes them ideally placed to ensure that Reef realises its full future potential," said Chris McDonough, managing director for brand communications at Molson Coors (UK).
The RTD category is worth over £400m.