Reed's stock took a hit recently when a large fund pulled out of the company, but it still remains at the forefront of its industry. Reed's, distributed nationwide in stores, has seen its sales double since 2009, and experienced a 10 percent revenue increase, to nearly $9 million, and a 15 percent gross profit increase, to nearly $3 million, from the first quarter of 2013 to the first quarter of 2014, according to its latest earnings report. The company anticipates revenue growth of 15 to 25 percent in 2014.
"I've done my first national TV commercial, and that started on Monday," Reed said. "We're going to continue to push our product, but now we're making a lot more noise. We're also expanding our sales force and expanding our sales a lot more from grocery stores into little stores, restaurants, bars and convenience—the other half of the market for food."
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But will entering the mainstream dilute craft soda's booming stream? Both stores and the makers say no.
"It's always great news to hear that local vendors we've partnered with over the years are getting picked up nationally," said Brand. "When you have a product that has its origin in local grocery stores then gets adopted by a larger retail, that will lift sales in general."
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Reed said that some companies are trying to bank on the market's trend using marketing schemes that don't match their products, but while that may be the case, his methods are staying true.
"There's a guy that makes it look cute and buys his flavors from flavor companies, but we're a throwback to sodas from the 1820s. It's a little bit difficult, and it's a pain, but it's what we do," Reed said.
"I do want to make it fun, because I am a fun guy, but I do have a serious background and rationale for what I do."