Reed’s Names Neal Cohane as New CEO during Stock Slump, Analysts See Turnaround Potential

Veteran beverage executive Neal Cohane assumes Reed’s leadership January 5, 2026, as shares near 52-week lows and Alliance targets $4.75.

Neal Cohane has been appointed the new COO of Reed's, Inc., with effect from January 5, 2026, the company declared on Monday. The appointment coincides with Reed's shares trading close to 2.30 dollars, which is close to their 52-week low of 2.22 dollars. The stock is down more than 43 percent year over year and about 20 percent in the last week.

Cohane most recently held the role of Chief Sales Officer at Eastroc Beverages after more than 15 years as Chief Sales Officer at Reed. Additionally, he established Rootstock Brands, Inc., where he provided market development advice to beverage companies.

He has held senior executive positions with The Coca-Cola Company, SoBe, and PepsiCo. Cohane graduated from Merrimack College with a Bachelor of Science in Business Administration.

Cohane will oversee the operations of the company's marketing and sales departments, according to a press release from the company. Securing new business channels, growing distribution, improving velocity across current channels, and building distributor and retail relationships will be his main duties.

According to Cyril Wallace, CEO of Reed's, Neal is uniquely qualified to lead our operations as they enter the next phase of growth because of his in-depth knowledge of Reed's and his extensive experience scaling beverage brands. Reed's was founded in 1989 and manufactures ginger drinks under the Flying Cauldron, Virgil's, and Reed's brands. Currently, more than thirty thousand outlets around the country sell the company's products.

In other recent developments, Alliance Global Partners has started rating REEDS, Inc. as a buy. $4.75 is the price target that the company has set. This development coincides with the company's three-year decline in sales. Alliance Global Partners' grade indicates a promising future for the business in spite of these difficulties. The beverage company has been in business for about 40 years and is recognized for its Reed's brand products and Virgil's artisan sodas.