Reed’s, Inc. Announces Distribution Agreement for the Upstate New York Market

New Distribution Partnership Opens Reed’s and Virgil’s Brands to Greater Lancaster, Rochester, Syracuse, Binghamton, Utica and Saratoga Springs Markets

LOS ANGELES, CA–(Marketwire – Jul 19, 2012) – Reed’s, Inc. (NASDAQ: REED), maker of the top-selling sodas in natural food stores nationwide, announced today that it has reached a new distribution agreement with Balkan Beverage, a full service beverage distributor located in Lancaster, NY, just outside Buffalo. Balkan Beverage is a subsidiary of Try-It Distributing and distributes a diverse portfolio of non-alcoholic beverages, including Red Bull, Arizona Teas, Perrier, Sweet Leaf and many more.

Neal Cohane, Senior Vice President of Sales & Marketing for Reed’s, Inc., commented, “Balkan Beverage, and its parent company Try-It Distributing, is considered to be the preeminent distributor of alcoholic and non-alcoholic brands across the upstate New York region. Our partnership with Balkan will open up significant opportunities to many more retailers and allow us to penetrate deeper into multiple channels of business within this important marketplace. We are looking forward to building a long-term relationship with the Balkan sales team. We continue to build our network of distributors throughout the US increasing the presence for our Reed’s and Virgil’s brands nationwide.”

About Balkan Beverage

Balkan Beverage (Try-It Distributing Co., Inc.)
4155 Walden Ave
Lancaster, NY 14086 map
(716) 651-3551

The Balkan Beverage subsidiary was formed in 2004 to distribute non-alcoholic beverages. Balkan Beverage distributes quality beverage brands such as Red Bull Energy drinks and Arizona Iced Teas.

About Try-It Distributing Co., Inc.

Try-It Distributing Co., Inc. started bottling soft drinks in Lackawanna, New York in 1928 to meet the demand of thirsty Western New Yorkers during prohibition. In 1933, Try-It Distributing Co. began distributing beer, with Phoenix as the major brand. Try-It later added Budweiser and Michelob to its product list in 1946. And in 1949, Try-It Distributing Co. began its relationship with Labatt, and since the sale of the soda business in 1958, Try-It has steadily soared to reach its current prominence as one of the nation’s most respected beverage distributors.

In 1996 the Company moved. Try-It had grown from 15 employees to 250, from 4 trucks to 55, and from a 20,000 sq ft. location to a 150,000 sq ft. sales and service center in Lancaster, New York. The state-of-the-art facility was planned and constructed with technical precision, to ensure that the products are warehoused in an ideal climate and delivered with accurate efficiency.

Always looking for growth opportunities, the Balkan Beverage subsidiary was formed in 2004 to distribute non-alcoholic beverages. Balkan Beverage distributes name brands such as Red Bull Energy drinks and Arizona teas. The acquisition of another Anheuser-Busch, Inc. distributorship, Saratoga Eagle Sales and Service in Glens Falls, NY was recently completed in September of 2005.

About Reed’s, Inc.

Reed’s, Inc. makes the top-selling natural sodas in the natural foods industry sold in over 13,000 natural food markets and supermarkets nationwide. Its six award-winning non-alcoholic Ginger Brews are unique in the beverage industry, being brewed, not manufactured and using fresh ginger, spices and fruits in a brewing process that predates commercial soft drinks. The Company owns 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. In 2012, the Company launched Reed’s Culture Club Kombucha line of organic live beverages.

Other product lines include: Reed’s Ginger Candies and Reed’s Ginger Ice Creams. In 2009, Reed’s started producing private label natural beverages for select national chains. Reed’s products are sold through specialty gourmet and natural food stores, mainstream supermarket chains, retail stores and restaurants nationwide, and in Canada, as well as through private label relationships with major supermarket chains.

For more information about Reed’s, please visit the Company’s website at: or call 800-99-REEDS.

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