Kombucha has a good chance to take away CSD Market from COKE and others.
KOMBUCHA is a better product than soft drinks. The mystery of kOMBUCHA will become more familiar with consumers and its uptake will follow. I think its time to get away from dropping the ball short of the en-zone each and every quarter. Rather the time is to hire a marketing powerhouse and make this company a driving engine of sales, with exceptional reach, customer knowledge and face time.
What seems to happen at REED is as soon as they have any cash, they (CR) come up with a new flavor or entire beverage line so they never have the funding to hire marketing assistance or do any meaningful advertizing, let alone show a profit. We have been messaging for years that Chris should focus on innovation and marketing and REED needs a new CEO/COO to refine their model and grow profitability. Kombucha is a perfect example, this idea seemed to come our of nowhere, likely is a very expensive new product line and as soon as it becomes profitable and not bleeding cash, then CR will come up with another innovative idea and so begins the cycle again. 20% revenue growth YOY is nothing to sneeze at, but shareholders should demand quarterly net profit, no new spending if any new spending would produce a loss. CFO at REED needs to push this and CR needs to hear from us that we appreciate his genius, but let's focus on proft first, then new beverage development. No reason why REED can't do both. Profit first, Innovation second.