Leadership

Mr. Wallace was appointed to Chief Executive Officer and Director in April 2025. Prior to joining Reed’s, Mr. Wallace served as Vice President and General Manager for PepsiCo Beverages North America, overseeing a $3.2 billion business unit spanning across sales, operations, and go-to-market strategy. Previously, he led PepsiCo’s Atlantic Region as Sales Vice President and General Manager, where he managed a $2.7 billion territory and more than 4,000 employees. Over his two-decade career at PepsiCo, he held a range of senior leadership roles across multiple channels and was consistently recognized for driving sustainable revenue growth, developing high-performing teams, and championing talent development and diversity initiatives. Mr. Wallace holds a Master of Business Administration in Project Management from the Keller Graduate School of Management at DeVry University and a Bachelor of Arts in Marketing from Georgia State University.

Mr. McCurdy was appointed to Chief Financial Officer in February 2025. Before joining Reed’s, Mr. McCurdy served as Chief Financial Officer and Chief Operating Officer at several early-stage growth companies, including REZI, Torrential, and BBE. He also held corporate finance and strategic advisory positions at Banc of America Securities and started his career as a Lieutenant in the US Navy. Mr. McCurdy holds a Master of Business Administration in Accounting and Finance from the University of Chicago Booth School of Business and a Bachelor of Science in Mechanical Engineering from Worcester Polytechnic Institute.

Mr. Cohane was appointed to Chief Operating Officer in January 2026. Prior to his appointment, Mr. Cohane most recently served as Chief Sales Officer at Eastroc Beverages and previously founded Rootstock Brands, Inc., where he advised beverage companies on go-to-market strategy and execution. Mr. Cohane is well known to Reed’s, having previously served as the Company’s Chief Sales Officer for more than 15 years, during which time he played a central role in expanding the brand’s national footprint and strengthening key retail and distributor relationships. Earlier in his career, he held senior leadership roles at PepsiCo, SoBe, and The Coca-Cola Company. Mr. Cohane holds a Bachelor of Science in Business Administration from Merrimack College.

Mr. Vassallo was appointed to Vice President of Operations in February 2025. Prior to joining Reed’s, Mr. Vassallo served as Vice President of Supply Chain at Boylan Bottling Co., where he streamlined distribution networks, drove cost-reduction and led innovation projects. His experience in supply chain management for CPG companies includes key roles at Ferrero, Snapple Beverages and Henkel. He holds a Master of Business Administration from the University of Connecticut, a Bachelor of Science in Economics from Universita’ Bocconi and a MicroMasters Certificate in Supply Chain Management from MIT.