Diageo launches RTD brand in partnership with Australia’s Coral Nurture Program

07 September, 2021

Diageo Australia has announced the nationwide launch of Reeftip Drinks Co., a spiced rum RTD brand that will donate 10 per cent of profits towards regenerating the Great Barrier Reef.

The Reeftip range is launching with three ready-to-drink varieties: ginger, lime and soda, pineapple, lime and soda, and mango, coconut and soda. A full-strength spiced rum will follow in October.

“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,” said Hayden Abercrombie, head of innovation at Diageo Australia.

“This week’s launch is just the beginning, with range and category extensions coming in the months ahead.”

The Coral Nurture Program aims are to ensure long-term sustainable reef ecotourism and to educate about the major threats to coral reefs.

“With the support of Reeftip Drinks Co., we’ll be able to help more people play a part in securing a better future for Australia’s reefs,” said, David Suggett, University of Technology Sydney professor and Coral Nurture Program co-founder.

“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.”

The collaboration also follows the findings that 66 per cent of consumers are more likely to spend on a product or brand that is produced using corporate social responsibility practices.

“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,” said Angus McPherson, managing director at Diageo Australia. 

“Diageo has its own ambitious targets to create a more sustainable community through our Society 2030: Spirit of Progress action plan. We are passionate about leading and creating positive change for our industry, and environment. We’re incredibly fortunate to have the world’s largest coral reef ecosystem on our doorstep, and we all want to see it preserved.”

Reeftip Drinks Co. is available in 4-packs of 330ml cans and is on shelves across Australia at $24.99 rrp.

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