Reed's, Inc. is a producer of all-natural craft sodas and ginger candy, including Reed's Ginger Beer, Virgil's Root Beer and brewed sodas, Virgil’s Zero Sugar sodas, and Reed’s Ginger Candy. The company was founded by Christopher J. Reed in 1989. It was originally based in Los Angeles, California but moved its headquarters to Norwalk, Connecticut in September 2018.
History
Chris Reed crafted his first ginger brew in 1987 after researching century-old soft drink recipes at UCLA's library. He studied home-brewing methods that used whole roots, spices, and fruit juices. Reed's, Inc. claims to have produced the first commercially brewed sodas in the world. In 1999, Reed’s purchased the Virgil’s Root Beer brand from Crowley Beverage Co. and, in 2000, acquired the rights to China Cola. That same year, the company opened an 18,000-square-foot production and warehouse facility in Los Angeles. Originally named Original Beverage Corp., the company reincorporated as Reed's, Inc. in 2001 with Reed as chief executive officer. On October 11, 2006, Reed’s Inc. became a public company. As of 2018, the Reed’s portfolio is sold in over 30,000 retail stores in the United States, primarily specialty gourmet, natural food, retail, and convenience stores and restaurants. The company reported $37.7 million in net sales in 2017 with a product line that year spanning over 100 stock keeping units.
Restructuring
In 2016, John Bello joined the board of directors as chairman. Bello is the founder and former CEO of South Beach Beverage Company, the maker of teas and juices marketed under the SoBebrand name. Christopher Reed resigned as CEO in April 2017 and was reassigned to the newly created chief innovation officer position, focusing on new product development. Val Stalowir, a former executive at The Coca-Cola Company, Yum! Brands, and Quaker Oats, was named CEO in July 2017. Stefan Freeman, a Reed’s board director who served as interim CEO after Christopher Reed’s resignation, was named chief operating officer in July 2017. In January 2018, Reed’s Inc. put its Los Angeles warehouse, production, and corporate office facility up for sale and plans to complete the sale by the end of the year. Chris Reed managed to obtain additional financing and spun the Los Angeles facility and its contract bottling off as California Custom Beverages Inc. The Reeds Inc company focused on ginger beverages moved its corporate headquarters to Norwalk, Connecticut in 2018. Reeds Inc. appointed several new executives, naming Iris Snyder as chief financial officer, Philip Trotman as director of marketing, and Beth Brown as director of supply chain and procurement. Lindsay Martin, the daughter of John Bello, joined Reed’s as vice president of marketing in January 2018.
Products
Reed’s streamlined its product offerings in 2017 and 2018 from over 100 SKUs to approximately 28, focusing on the Reeds and Virgil’s lines. Reed’s Ginger Beer line includes five flavors: Original Ginger, Extra Ginger, and Strongest Ginger. The company also produces two “Zero Sugar” ginger beers: Zero Sugar Extra Ginger and Zero Sugar Strongest Ginger. The beers are marketed by the “intensity” of their ginger taste with more intense flavors containing more ginger. Each bottle contains between 17 and 39 grams of ginger. The Virgil’s line includes 10 products: Virgil’s Root Beer, Vanilla Cream, Black Cherry Cream, and Orange. Virgil’s Zero Sugar products, launched in 2018, include Root Beer, Vanilla Cream, Black Cherry Cream, Orange, Lemon-Lime, and Cola. Virgil’s Zero Sugar products are sweetened with stevia. Reed’s has limited distribution of its Flying Cauldron Butterscotch Beer. The company also produces Reed’s Ginger Candy and Reed’s Crystallized Ginger. Past products not currently offered by the company include Future Cola, Sonoma Sparklers, Dr. Better products, Culture ClubKombucha, several ginger beer flavors, including raspberry, cherry, spiced apple, and premium ginger, Reed’s Natural Energy Elixir,Virgil’s Bavarian Nutmeg,Reed's Nausea Relief,Reed's Ginger Ice Cream,Reed's Ugly Ginger Candy, and Reed's Ginger Potatoes. Reed's, Inc. products are sold in many retail outlets, including Whole Foods Market, Trader Joe’s, Cost Plus World Market, Sprouts Farmers Market, Natural Grocers, Earth Fare, Kroger, Safeway, Publix, Stop & Shop, H.E.B., and Wegmans, as well as convenience and drug stores and warehouse chains, including CVS Pharmacy, Rite Aid, and Costco Wholesale.
Notable events
Reed's Spiced Apple Brew has won the "Outstanding Beverage Finalist" at the National Association for the Specialty Food Trade. Reed's Original Ginger Brew has won the "Outstanding Beverage Finalist" from the National Association for the Specialty Food Trade. Reed's Original Ginger Brew has won the "Best Imported Food Product" from the Canadian Fancy Food Association. Virgil's Root Beer won the "Outstanding Beverage" Award at the International Fancy Food and Confection Show in 1994, 1996 and 1997. Reed's Inc. was selected by WholeFoods Magazine as the Runner UpBeverage Company in the Natural Choice Awards of 2010 and 2011. In 2013, Reed’s, Inc. announced that it would be labelling all of its products as GMO-free.
