The underlying truth for the recent advance could be that investors are beginning to realize that Reed's has a very clever business and marketing strategy. Reed's can undercut the competition in one product and then offset the loss with higher margins from a different new product. And Reed's also appears to have a pretty clever product designer. Their Kombucha bottles are far more attractive, easier to hold (bottles curve inwards) and take less shelf area than their competitors (taller and thinner bottles) which gives way to more items (and more flavors) per square inch.
Yeah but with only a couple flavors their product get's lost amongst GTS, Celestrial, and Kombucha Wonder Drink. They may need to do promotional pricing for a while.
I am not fond of the bottle design. At my local Whole Foods, the product was not on sale, the labels were rippled/did not look to be applied correctly. In my opinion the product looked cheap compared to the others.
Hopefully, we can trust management in the last CC and assume the quality/taste of the product is enough to keep the product selling. I thought the shelf presence was rather weak.