Established in 1989, Reed’s Beverage is a leader in the craft beverage marketplace. With iconic brands such as Reed’s® Ginger Beer, Virgil’s® and Flying Cauldron® non-alcoholic Butterscotch Beer, the products are trusted by loyal customers and sold in over 32,000 stores nationwide.

Primary labels are a critically important component of any consumer product’s visual brand. In the case of Reed’s Beverage, the existing labels were powerful marketing and informational tools in the highly competitive craft soda market. Over the years, they built tremendous brand recognition and re-call, establishing themselves as a true leader in the market.

Optimizing Packaging through Brand Custodianship

At NextGen Label Group, our role as a Brand Custodian means we do more than just supply labels. It means protecting, enhancing, and advancing our partners’ brands at every stage of the packaging journey.

When Reed’s Beverage turned to NextGen Label Group, the objective was clear: 

• Optimize the package design while maintaining premium shelf appeal
• Reduce per-unit cost
• Ensure smooth label application at the co-packer

This transition would require more than a packaging shift; it would require an innovative approach that would include a label re-design, material science expertise, and a thorough understanding of the application environment to modernize the package, unlock cost-out, and enhance efficiency across multiple co-packing sites.

The NextGen Label Group Strategy

To ensure we delivered on our promise of Brand Custodianship, NextGen Label Group approached the project with a holistic focus on both brand and business objectives. We optimized label design, drove cost improvement, and applied deep technical expertise in label development to ensure every decision supported Reed’s long-term growth strategy.

• Design Optimization – The neck and primary labels were re-engineered, reducing total label size by 34%. This drove meaningful cost savings and advanced sustainability through lower material usage. The new design also strengthened the brand’s image by ensuring consistency across the product line.
• Cost Efficiency – Overall packaging cost per unit was reduced through material optimization, selection, usage, and sourcing strategies.
• Operational Performance – The adoption of the newly optimized label drove efficiency at the co-packer delivering improved label application speed and consistency, resulting in greater uptime, throughput, and less waste.

The Results

The partnership delivered immediate and measurable impact:

• Streamlined package design enhanced Reed’s brand image on the shelf.
• Lower unit packaging cost lowered case costs without sacrificing package quality.
• Improved uptime and throughput at the co-packer created a more efficient and reliable supply chain.

Testimonial from Reed’s Beverage, Norm Snyder, Former CEO

“Working with NextGen Label Group was more than a packaging upgrade—it was a brand investment. Their team understood our objectives from every angle: brand consistency, cost efficiency, and operational performance. They served as true Brand Custodians, guiding us through the transition with technical expertise and a focus on our brand legacy. The results speak for themselves: stronger packaging, smarter costs, and smoother operations.”

This case study outlines NextGen Label Group’s Brand Custodian model: protecting brand equity, driving unit cost savings, and driving operational efficiency. For Reed’s Beverage, this was not just about labels—it was about building a stronger brand and platform for growth.

Want to learn more about how NextGen Label Group’s commitment to brand custodianship can help your organization? Please contact us today or call Tom Mason, VP Sales at (315) 422-1037.