Chris Reed began brewing his homemade-style ginger brew in Venice, Calif., in 187. Today, with more than 20 years of experience behind him, he is CEO of Reed’s, Inc. (NASDAQ: REED). Reed may have a knack for ginger brew, but is also experienced in raising money. In the 1990s Reed raised $400,000 through strategic advertising. To help generate the funds, each ginger brew bottle was adorned with a “tombstone” necktag, advertising the offering directly to consumers. Reed repeated the necktag advertising last year before announcing the company’s initial public offering (IPO) in which Reed raised $8 million.
Though Reed’s is expected to grow, the original recipes, ingredients and brewing process will remain the same. Each of the company’s six ginger beverages calls for 17-25 grams of ginger and fruit juice, and contains only natural sweeteners such as fruit juice or honey.
The company recently announced it has initiated production of Reed’s 7 oz Extra Ginger Brew. The new 7 oz long neck bottles are packaged in an 8-pack and will soon hit retail stores, select bars and metropolitan areas nationwide for single serve on-premise use.
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