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Reed’s: A Beloved Brand Standing on a Trapdoor

Controlled test markets let Reed's measure whether new products sell through before committing to a national launch, a test of its growth plan.

  • Reed's ginger beer, a beloved brand since the 1980s, faces uncertain future
  • Company seeks help, converting credit line into $9.25 million term loan
  • Interim CEO Neal Cohane focuses on adding retail doors and testing new products

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