Reed's has appointed a new senior vice president of sales for the US.

The company said today (22 August) that Neal Cohane will assume the positon, having previously worked as a senior national accounts manager for PepsiCo.

Cohane, with over 20 years of experience in the drinks industry in companies such as PepsiCo, South Beach Beverage Company and Coca-Cola, will now manage all national accounts in the country.

The company added that, in his new role, Cohane will be responsible for managing the national accounts distribution strategy as well as developing new business and directing the national accounts sales team.

Reed's founder and CEO Chris Reed said: "I am confident that Neal's significant senior-level sales experience with several leading beverage companies will be a valuable resource as we further the expansion of the Reed's brand within the mainstream marketplace."

The US soft drinks producer said yesterday that losses in the first half of ths year rose, despite growing sales in the period. Operational losses for the six-month period rose to US$1.1m from losses of $758,481 in the corresponding period a year earlier. While net losses also rose to $1.1m, from $956,835, sales for the company were up by 26% to $6.5m from $5.1m.

Reed's ginger beverage company develops, manufactures, markets and sells non-alcoholic beverages such as Virgil's Root Beer and China Cola and sells its products across the US and Canada.