Reed's Inc., owner of the nation's leading portfolio of handcrafted, all-natural beverages, today announced it has enlisted 12-time Jeopardy champion and New York City bartender, Austin Rogers, to represent its all-natural line of Virgil's Handcrafted Sodas.
The rebranded Virgil’s, which is currently rolling out nationwide, features a “cleaner, more youthful, more energetic” label which highlights its “All Natural” claim and emphasizes the product’s craft quality, according to Reed’s CEO Val Stalowir.
On Monday, Reed's Inc. announced it has retained Gordon Brothers, a Boston-based advisory, restructuring and investment firm, to manage the sale of its Los Angeles manufacturing facility, which was brought online in 2001.
Reed’s Inc. reported a 11.7 percent decline in net sales for Q3 2017 in an earnings call today in which the company also announced other brands in its sprawling portfolio would be discontinued to focus on the Reed’s and Virgil’s labels.
In an interview with BevNET, Stalowir explained that, after investing in a new production facility in Los Angeles that went online last year, Reed’s is well-positioned to reduce costs and operate more efficiently moving forward.
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In the first meeting of the newly elected Board, by unanimous votes, Mr. John Bello was elected Chairman of the Board, Stefan Freeman was elected to be Chairman of the Compensation committee and Charles Cargile was elected to be Chairman the Audit committee.
The company, which includes Reed’s Ginger Brew, Virgil’s Soda in its brand portfolio, has been mired in controversy over the composition of its Board since August, when a group of activist investors, calling themselves The Committee to Rescue Reed's, formed to pressure CEO Chris Reed into accepting changes to the board's personnel.
This week the conflict took a more personal turn, with the dissident stockholders’ committee leader, Edwin Lozano, and Reed each questioning the other’s professional backgrounds, and a former board member who had tried to mediate the dispute joining Lozano’s faction.
Mr. Jaffe is considered an “independent” director and will serve on the board until the 2016 annual meeting where he will be a candidate on the slate of directors being presented by the Company to all shareholders.
Speaking with BevNET after the earnings call, Reed said that four independent board members with expertise in marketing, supply chain, governance and finance, respectively, would be announced in about a week and a half.