Reed's appoints Neal Cohane as chief operating officer

Reed's, Inc. (NYSE American: REED) announced the appointment of Neal Cohane as Chief Operating Officer, effective January 5, 2026.

Cohane brings decades of beverage industry experience, most recently serving as Chief Sales Officer at Eastroc Beverages. He previously founded Rootstock Brands, Inc., where he advised beverage companies on go-to-market strategy. Cohane previously worked at Reed's as Chief Sales Officer for more than 15 years and has held senior leadership roles at PepsiCo, SoBe and The Coca-Cola Company.

"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," said Cyril Wallace, Chief Executive Officer of Reed's.

In his new role, Cohane will lead the company's sales, marketing, and operations functions. "Our primary objectives will be securing new channels of business, expanding distribution through new doors, increasing velocity across all existing channels, and deepening our distributor and retail partnerships," Cohane said.

Reed's produces handcrafted, natural ginger beverages under the Reed's, Virgil's and Flying Cauldron brand names. The company was established in 1989 and its beverages are sold in over 32,000 stores nationwide.

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