Reed's Inc Announces Appointment of Neal Cohane to Senior Vice President of Sales and Marketing
25 Março 2008 - 10:00AM
Business Wire
Reed�s, Inc. (NASDAQ:REED) announced today that Neal Cohane, Senior
Vice President of National Sales has been appointed Senior Vice
President of Sales and Marketing, responsible for leading and
coordinating all aspects of Reed�s sales, distribution and
marketing efforts. The appointment of Neal Cohane as Senior Vice
President of Sales and Marketing reflects Reed�s strategic decision
to re-focus its sales efforts on national chain accounts. Utilizing
proceeds from Reed�s 2006 IPO, the Company launched into the
mainstream through a comprehensive two pronged sales approach. The
first approach was to distribute Reed�s products to local and
regional retailers through large beer and beverage distributors
(DSD) and a team of sales people. The second approach was to direct
sales efforts to national chain accounts such as supermarkets, club
stores and other large retailers. Mr. Cohane has been in charge of
this second effort, national chain account sales. Mr. Cohane�s
national chain store success, which includes working with 3,000
natural food supermarkets and 7,500 mainstream supermarkets that
carry Reed�s products, has resulted in a shift in the Company�s
focus. While the Company will continue with the development of
large beer and beverage distributor relationships, for the next
12-18 months the Company will be refocusing its sales efforts on
the growth of its national supermarket chain account business which
has proven to be the more cost efficient and profitable sales
model. Reed�s sees tremendous opportunity to leverage its success
in natural foods as the number one, two, three and fourth top
selling soft drinks, to expand its position in national grocery
store chain accounts. Chain stores throughout the country are
making room for successful products from the natural foods industry
in order to take advantage of the strong consumer trend toward
natural, better-for-you products. As part of Reed�s refocus in
grocery, Rory Ahearn, the former head of the Company�s DSD sales
efforts, has left the company. Rory was responsible for leading the
Company�s DSD efforts which included the roll out of Reed�s
products to local and regional retail accounts throughout the
United States. Additionally, as Reed�s refocused sales efforts are
less personnel intensive, Reed�s is reducing its DSD sales force by
approximately 40%. This reduction is expected to generate
approximately $1.5-2.0 million in annualized expense savings. �The
realignment of our sales efforts serves to streamline the
organization and establish a more focused and profitable basis from
which to build the business,� said Christopher Reed, Founder and
CEO of Reed�s, Inc. �While we continue to see value in both of our
sales models, we have made the strategic decision to focus our
current sales efforts on growing our national accounts which has
proven to be a more profitable and higher returning model. Reed�s
product is currently distributed through approximately 10,500
supermarkets in both mainstream and natural foods including Whole
Foods, Trader Joes, Safeway, Costco, to name a few. We see
tremendous opportunity to leverage the strength of the Reed�s brand
within the natural foods and mainstream marketplace to further
penetrate existing accounts as well as introduce our products to
new supermarket accounts. This will allow us to drive sales, build
brand, and demand for our products before reentering fully in an up
and down the street sales effort.� About Reed�s, Inc. Reed's, Inc.
makes the top selling sodas in natural foods markets nationwide and
is currently taking its natural food market success into the
mainstream markets. Its six award winning non-alcoholic Ginger
Brews are unique in the beverage industry being brewed not
manufactured and use fresh ginger, spices and fruits in a brewing
process that predates commercial soft drinks. In addition, the
Company has acquired the top selling root beer line in natural
foods, the Virgil's Root Beer product line and the top selling cola
line in natural foods, the China Cola product line. Other product
lines include: Reed's Ginger Candies and Reed's Ginger Ice Creams.
Reed�s products are sold through specialty gourmet and natural food
stores, supermarket chains, retail stores and restaurants
nationwide and in Canada and select international markets. For more
information about Reed�s, please visit the company�s website at:
www.reedsgingerbrew.com or call (800) 99-REEDS. SAFE HARBOR
STATEMENT Some portions of this press release, particularly those
describing Reed's goals and strategies, contain forward-looking
statements within the meaning of Section 27A of the Securities Act
of 1933, as amended, and Section 21E of the Securities Exchange Act
of 1934, as amended. While Reed's is working to achieve those goals
and strategies, actual results could differ materially from those
projected in the forward-looking statements as a result of a number
of risks and uncertainties, including difficulties in marketing its
products and services, need for capital, competition from other
companies and other factors, any of which could have an adverse
effect on the business plans of Reed's, its reputation in the
industry or its expected financial return from operations and
results of operations. In light of significant risks and
uncertainties inherent in forward-looking statements included
herein, the inclusion of such statements should not be regarded as
a representation by Reed's that they will achieve such
forward-looking statements. For further details and a discussion of
these and other risks and uncertainties, please see our most recent
reports on Form 10-KSB and Form 10-QSB, as filed with the
Securities and Exchange Commission, as they may be amended from
time to time. Reed's undertakes no obligation to publicly update
any forward-looking statement, whether as a result of new
information, future events, or otherwise.
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