Alcoholic beverage company, Diageo Australia, has announced the nationwide launch of Reeftip Drinks Co., a homegrown drinks brand that has partnered with the Coral Nurture Program to support Great Barrier Reef regeneration.
Through the partnership, 10 per cent of Reeftip Drinks Co.’s profits will be donated towards the world’s largest coral reef system. Reeftip Drinks Co. will assist the Coral Nurture Program and its expert marine biologists in increasing the resilience of the Great Barrier Reef and its communities.
Supported by an integrated national marketing campaign, Diageo is also investing in the growing spiced rum category.
“Reeftip Drinks Co. is the result of a combined passion for great drinks and a love for the Reef,” Diageo Australia head of Innovation Hayden Abercrombie said.
“Spiced rum is such a vibrant category in spirits, we saw an opportunity to create a product that not only tastes good but does good. This week’s launch is just the beginning, with range and category extensions coming in the months ahead.”
Reeftip Drinks Co. is launching with three ready to drink Aussie spiced rums:
- Ginger, Lime and Soda – a premium blend of Reeftip’s Aussie spiced rum with hints of ginger and lime mixed with sparkling water
- Pineapple, Lime and Soda – notes of pineapple, lime and soda combined with Reeftip’s spiced rum
- Mango, Coconut and Soda – a tropical and tasty blend with hints of mango and coconut mixed with Reeftip’s spiced rum and a splash of soda water.
A full-strength spiced rum bottle will also be launched in October.
Consumers are increasingly seeking out products that have social responsibility at their core. With 66 per cent of consumers more likely to spend on a product or brand that is produced using CSR practices, Reeftip Drinks Co. reflects the values and motivations of modern day Australian consumers.
“Australians are getting right behind the local spirits industry and that’s why I’m so excited to launch Reeftip, Australia’s newest spirits brand,” Diageo Australia managing director Angus McPherson said.
“People are becoming increasingly aware of the environment they live in and they’re passionate about brands that give back and make a positive contribution.
“That’s why we’ve partnered with the Coral Nurture Program for Reeftip – to help those who live and work on the reef build its long-term resilience.”
The Coral Nurture Program will be able to encourage more people to play a part in securing a better future for Australia’s reefs, with Reeftip Drinks Co.’s support.
“The Coral Nurture Program has shown us that if we work together and create communities committed to action, we can bring about real and lasting change – including a more sustainable experience of the reef,” Coral Nurture Program co-founder and University of Technology Sydney professor David Suggett said.
Diageo has ambitious targets to create a more sustainable community through its Society 2030: Spirit of Progress action plan.
“We are passionate about leading and creating positive change for our industry and environment,” McPherson said.
“We’re incredibly fortunate to have the world’s largest coral reef ecosystem on our doorstep, and we all want to see it preserved.”
Drink REEFsponsibly with Reeftip Drinks Co’s 4-packs of 330ml cans, on shelves across Australia in all leading liquor stores for RRP $24.99.