I don't want to see carnage done to the CSD category just yet by Kombucha (low price point). However, does anyone believe that Coke, Pepsi and Monster, really taste better than Reed's Kombucha. Secondly, where do you think the CSD market is going? In the future, more folks will be voting for good for you beverages vs the varieties mentioned. OPEN YOUR EYES. What will the leading CSD players do when the music stops (case volumes slows down further for them) and they are looking for an available chair (replacement beverage for growth) to sit in?
ADD- It doesn't take a leap of faith to believe REED"S will generate profits in the future. I've said it 1000 times, the products are tasty and good. If the products tasted lousy, then one could certainly make a case that revenues are out of reach for the company. There are plenty of ways to for REED'S to win with Kombucha (it feels like Hansen Natural aka Monster Energy all over again). Just imagine the many ways to sell/process/price Kombucha and you will catch on. GLTA