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New Diageo brand Reeftip Drinks helps fund Great Barrier Reef regeneration

Diageo has unveiled a new brand, Reeftip Drinks, a spiced rum collection, a share of profits which will be donated to the regeneration of the Great Barrier Reef – the world’s largest coral reef system.

Since consumers are increasingly paying attention to socially responsible products and environmental issues are more alarming than ever, Diageo decided to launch a brand that harmonises its sustainable values and consumer demand.

The range comprises three ready-to-drink Aussie spiced rums including Ginger, Lime & Soda; Pineapple, Lime & Soda; and Mango, Coconut & Soda, all inspired by tropical ingredients and modern consumer trends.

“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,” said Angus McPherson, MD 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.”

In a partnership with the Coral Nurture Program, Reeftip aims to make a difference by helping make great things happen for the Great Barrier Reef.

“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,” explained David Suggett, University of Technology Sydney (UTS) 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 Reeftip spiced rum range is now available across Australia in four-packs of 330ml cans with an RRP of $24.99. A full-strength bottle version launch will follow next month.

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