Reed’s Taps Veteran Neal Cohane as COO to Steer Next Growth Phase

NORWALK, Conn. – December 29, 2025 – Reed’s, Inc., the publicly traded company behind the nation’s leading portfolio of natural ginger beverages, has announced a significant leadership change poised to shape its future, appointing industry veteran Neal Cohane as its new Chief Operating Officer. The appointment, effective January 5, 2026, marks the return of a key figure from the company’s history, signaling a strategic move to accelerate growth and enhance operational efficiency.

Cohane is no stranger to the inner workings of the craft soda maker. His return is a homecoming, as he previously dedicated over 15 years to the company as its Chief Sales Officer. During that formative period, he was a central architect of the brand's expansion, building the national footprint that today sees its products in over 32,000 stores. This decision to bring a “boomerang” executive back into the fold suggests a deliberate strategy by Reed’s to blend deep institutional knowledge with the fresh perspectives Cohane has gained elsewhere in the highly competitive beverage sector.

A Familiar Hand for a New Chapter

The appointment comes at a pivotal moment for Reed’s as it aims to build on its established market position. In a statement, CEO Cyril Wallace emphasized the unique value of Cohane’s background. “Neal’s deep understanding of Reed’s, combined with his extensive experience scaling beverage brands, makes him uniquely qualified to lead our operations as we enter our next phase of growth,” Wallace said. “We are excited to welcome Neal back to the executive team and confident that his leadership will help drive operational excellence and long-term value for our shareholders.”

This sentiment underscores the board’s confidence that Cohane can hit the ground running. Unlike an external hire who would face a steep learning curve regarding company culture, product nuances, and existing partner relationships, Cohane brings an immediate familiarity. His previous tenure was defined by his success in strengthening key retail and distributor relationships, a foundation that will be critical for the company’s next strategic push. His return is not merely a nostalgic one; it is a calculated move to leverage a proven asset to navigate future challenges and opportunities.

Since his last role at Reed’s, Cohane has further burnished his credentials. He served as Chief Sales Officer at Eastroc Beverages and founded Rootstock Brands, Inc., a consultancy where he advised other beverage companies on go-to-market strategies. This experience outside the Reed’s ecosystem provides him with a broader industry viewpoint, preventing the potential pitfall of relying solely on historical strategies. His resume is rounded out by senior leadership roles at beverage giants PepsiCo, SoBe, and The Coca-Cola Company, giving him a rare blend of entrepreneurial agility and big-system operational discipline.

The Blueprint for Renewed Growth

In his new, broader role as COO, Cohane will oversee not just sales but also the marketing and operations functions, creating a powerful, integrated commercial engine. His stated priorities offer a clear roadmap for what the market can expect in 2026. “I’m extremely enthusiastic to be returning to Reed’s in a new capacity as Chief Operating Officer,” Cohane stated, outlining a multi-pronged strategy.

His primary objectives include:

• Securing New Channels of Business: This likely points toward an aggressive push beyond traditional grocery retail. Potential avenues could include expanding into the food service industry (restaurants and bars), convenience stores, corporate campuses, and bolstering the direct-to-consumer e-commerce platform. For a brand with a strong identity like Reed's, Virgil's, or Flying Cauldron, these alternative channels represent significant untapped revenue streams.
• Expanding Distribution Through New Doors: While Reed's boasts a presence in 32,000 stores, Cohane’s focus will be on white-space opportunities within the retail landscape. This means targeting new regional and national chains where the brands are currently underrepresented and increasing the number of SKUs carried by existing partners.
• Increasing Velocity Across All Existing Channels: This is a critical metric for any consumer-packaged goods company. Velocity refers to the speed at which a product sells from a specific store or shelf. Increasing it involves a sophisticated mix of trade marketing, promotional activity, improved shelf placement, and consumer-focused marketing campaigns that drive repeat purchases. Cohane's task will be to ensure that once a product is on the shelf, it moves quickly.
• Deepening Distributor and Retail Partnerships: Cohane explicitly identified strengthening these relationships as a “top priority in 2026 and beyond.” In the three-tier system of the U.S. beverage market, distributors are essential partners. A strong relationship ensures that a brand gets the attention, focus, and resources needed to win at the store level. Cohane's long history and established trust within this network will be an invaluable asset.

Navigating a Crowded Beverage Aisle

Reed’s operates in an increasingly complex and competitive environment. While it is a category leader in ginger-based beverages, the broader market is flooded with craft sodas, functional beverages, and wellness drinks, all competing for limited shelf space and consumer attention. Brands like Reed's, which emphasize “handcrafted,” “natural,” and “better-for-you” ingredients, are well-positioned to capitalize on enduring consumer trends. However, this positioning also places them in direct competition with a host of nimble startups and private-label offerings.

Cohane's extensive experience across the full spectrum of the beverage world—from the global scale of Coca-Cola and PepsiCo to the scrappy, brand-building environment of SoBe and his own consultancy—equips him with a versatile toolkit. He understands the operational logistics required to compete at scale as well as the marketing savvy needed to make a craft brand stand out. This dual expertise will be crucial as he works to elevate not only the flagship Reed's brand but also the company's other unique assets, including the classic Virgil’s soda line and the whimsical Flying Cauldron butterscotch cream soda.

By bringing Cohane back, Reed’s is making a clear statement. The company is not just aiming for incremental gains; it is re-engaging a proven builder to construct the operational framework necessary for a significant and sustainable expansion. The market will be watching closely as his tenure begins in January to see how quickly this familiar face can implement his new vision and deliver on the promise of a new era of growth for the pioneering beverage company.