Weis Markets is mixing up its beverage aisles with an expanded relationship with Reed’s, Inc. that will triple distribution of the latter’s all-natural sodas from 50 to 154 stores, including additional products poured into the regional retailer’s lineup.

“Weis Markets is an important regional grocery retailer for Reed’s,” said Neal Cohane, SVP/sales and marketing at Reed’s. "The most important element of this expanded relationship is the movement of the product from the specialty/natural aisle into the main beverage aisle.” Cohane added that the expanded deal with Weis Markets will give the Los Angeles-based beverage maker increased visibility and competitive pricing.

Weis officials are cheering the expanded array of Reed’s & Virgil’s brands in all of its supermarket locations. David Hepfinger, president/CEO of the Sunbury, Pa.-based chain, said the deal would enable it “to pass on tremendous savings [for the] all-natural brand to our loyal customers.”

Chris Reed, founder and CEO of the eponymous beverage company, said the expanded arrangement with Weis “represents the type of relationships we are trying to build in the mainstream grocery marketplace. We have negotiated the movement from a slower-traffic area of the store to the fast-paced mainstream beverage aisle. We have also negotiated lower retails by getting all the parties working together to maximize brand volumes and profits. We expect to see a significant increase in sales from Weis Markets, similar to the other supermarket chains where we have this enhanced relationship,” including The Fresh Market, Bristol Farms and Cost Plus World Market.