some really disturbing comments in the conference call has me doubting the performance of reeds. chris made some really bad decisions.
1. clearly they are neglecting the main brands, private label and non-K products. they are are apparently absorbed by K such that they were "surprised" the sodas sold well in January? but reeds is a soda company primarily, not a K company. the soda market is vast, and K market is tiny. why the fascination? the effort should be primarily in soda.
2. the profitable quarter so proudly bragged about was acknowledged to be a fluke?? a product of a perfect storm? huh. i must have forgotten those comments that profitability was far off and the then profit was a fluke.
3. flat YOY private sales. took an investor to question that as chris and company tried to brush off the quarter while touting what a great year it was.
4. the great bottle design? a disaster. stupid. amateur stuff. but was that the only really bad decision? hardly. mistakes like that don't happen in isolation. sure they can be corrected over time. and it will just take a year or so correct the mistakes. good if you didnt just lose half your investment. not so good if you did.
5. no wonder they are having trouble getting people to cooperate with the roll out.
6. smaller bottles and higher cost than GT? that is how you take on the leader. GT is not scared by this.
the roll-out really screwed up everything here. i hope they get this figured out. the investors will need something pretty profound to believe in this story again, when any reasonable p/e is not a thought for years.