Reed’s, Inc. (OTCQX: REED), known for its handcrafted, natural ginger beverages, is gearing up for a new chapter with important leadership and organizational changes aimed at improving its operations and setting the stage for future growth. The company’s decisions come after a thorough review of its structure and strategic priorities, leading to a corporate reorganization intended to sharpen its commercial focus and open fresh growth avenues.
At the center of the shakeup is the appointment of Tina Reejsinghani as the new Chief Marketing Officer. With over 20 years of experience leading marketing efforts for luxury, spirits, and lifestyle brands globally, Tina brings a proven ability to build iconic brands and execute innovative marketing strategies. Most recently, as Vice President of Luxury Brands at Rémy Cointreau, she helped steer a $500 million Cognac portfolio to 30% year-over-year growth and led notable campaigns featuring stars such as Usher and Serena Williams. Tina’s expertise in brand storytelling and experiential marketing will be crucial as Reed’s focuses on expanding its brand and improving market execution.
CEO Cyril Wallace described this as a pivotal moment for Reed’s, saying the changes will help the company operate with greater clarity and open new routes for distribution. He expressed enthusiasm for Tina’s arrival, noting her track record of building global brands and driving effective marketing strategies as key assets for Reed’s next phase of growth.
Alongside this marketing leadership change, Reed’s is transforming its commercial approach by establishing a dedicated field sales organization. This move aims to strengthen the company’s relationships with customers, enhance how it brings products to market, and create additional revenue opportunities. The shift signals Reed’s intent to build a stronger commercial foundation after facing some operational and strategic challenges in recent quarters.
In a related development, Chris Burleson, who joined Reed’s as Chief Commercial Officer in early 2023, has resigned effective September 12, 2025. Wallace acknowledged Burleson’s significant contributions to strengthening the company’s commercial operations and driving growth initiatives, wishing him well in his next endeavors. Burleson will remain available through the transition period to ensure continuity.
Behind the scenes, Reed’s has been tackling some tough market realities. Its portfolio, centered on ginger beers, ginger ales, and related craft sodas under well-known brands like Reed’s®, Virgil’s®, and Flying Cauldron®, faces intense competition. However, the company continues to be recognized as America’s original ginger beer brand, known for using real ginger and premium ingredients. It has also recently ventured into functional sodas with adaptogenic ingredients, responding to evolving consumer trends.
The company’s products are found in more than 32,000 stores nationwide, a footprint that it aims to expand through these operational and leadership initiatives. While Reed’s has experienced some margin pressures and sales fluctuations in the past year, the fresh focus on commercial strategy and brand marketing reflects a commitment to sustainable long-term growth.
Tina Reejsinghani’s seasoned background in elevating luxury brands will likely bring a new level of storytelling and partnership potential to Reed’s portfolio, a factor that could help differentiate its craft beverages in a crowded marketplace. Meanwhile, the development of a specialized field sales team signals a hands-on approach to deepening customer engagement and driving revenues.
Overall, these changes underscore Reed’s intention to refine its internal operations and sharply concentrate on channels and strategies that can deliver steady growth and profitability. The company’s focus now shifts to executing these strategic moves while maintaining its reputation for quality craft beverages crafted with real ingredients.
Reed’s evolution is a reminder that even established niche brands must continuously adapt and innovate to thrive in today’s dynamic beverage landscape.
