Jones Soda
Corporate brand
UnclaimedAn American craft-soda brand recognized for unusual flavors, consumer-submitted bottle labels, and limited-edition collaborations.
Last updated August 21, 2026
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Overview
Jones Soda is a Seattle-based craft soft-drink company whose flagship brand combines conventional carbonated beverages with highly unconventional flavors, participatory marketing, and collectible packaging. The brand was created in 1995 by Peter Van Stolk, a Canadian beverage distributor associated with Urban Juice and Soda Company Ltd. It entered the market in 1996 with six flavors sold in 12-ounce glass bottles: Orange, Cherry, Lemon-Lime, Strawberry-Lime, Raspberry, and Grape. From the beginning, Jones differentiated itself from mass-market soda companies through a more personal and alternative brand identity rather than through scale or broad mainstream advertising. A defining feature of Jones Soda has been its use of consumer-submitted photography on bottle labels. Fans can submit images, and selected photographs have been used on production packaging, turning ordinary bottles into rotating collections of user-generated artwork. The approach helped the company build an engaged following and reinforced its positioning as youthful, irreverent, independent, and community-oriented. Jones also developed a reputation for novelty flavors, including Turkey & Gravy, Green Bean Casserole, Mashed Potatoes with Butter, Candy Corn, Blue Bubblegum, and other seasonal or experimental products. Many such releases were produced in limited quantities and became collectibles. The business expanded beyond its original glass-bottle format during the 2000s. In 2004, Jones introduced 12-ounce cans through an exclusive Target arrangement and also secured distribution in more than 3,900 Starbucks locations in the United States. Starbucks later stopped carrying the brand in the United States. Jones subsequently pursued wider canned-soda distribution, placing it in direct competition with much larger beverage companies. That expansion contributed to substantial losses and later workforce reductions, illustrating the difficulty of moving from a niche craft brand into mass retail. Jones also diversified its portfolio. It introduced a diet-oriented Slim line in 1999, replaced that line with sugar-free products in 2003, and later developed mid-calorie varieties. Jones Organics, a tea-based line, was announced in 2005. Other licensed or adjacent products included frozen soda pops, carbonated candy, energy boosters, and branded collaborations. The company has also used entertainment and retail partnerships, including Fallout-themed Nuka-Cola Quantum with Bethesda Softworks and Target, a 7-Eleven-exclusive line, and the Mary Jones cannabis-infused beverage and candy brand announced in 2022. The company moved its headquarters from Vancouver to Seattle around 2000 and has changed leadership and offices several times. William Meissner became president and chief executive after Jones withdrew from a proposed acquisition by Reed's in 2010. Jennifer Cue became CEO in 2012, and Mark Murray was promoted to CEO in December 2020. Jones remains associated with craft soda, unconventional flavor development, limited editions, and direct participation by consumers, while distributing products through traditional beverage outlets, restaurants, convenience stores, retailers, and alternative accounts in North America.
History
Jones Soda began in 1995 under the direction of Peter Van Stolk, whose beverage-distribution business operated in Western Canada. The first Jones beverages reached consumers in 1996 in 12-ounce glass bottles. The initial range consisted of six flavors, establishing a portfolio that mixed familiar fruit sodas with a more independent visual and cultural identity. The brand's most distinctive early marketing device was its use of consumer-submitted photographs on bottle labels. Instead of relying solely on conventional advertising, Jones invited customers to participate in the product itself. Selected photographs appeared on bottles, giving the packaging a changing, collectible character and helping the brand cultivate a close relationship with its customers. This participatory model became central to Jones's identity and was later reinforced by online voting, photo contests, customized bottles, and themed packaging. By 2000, more than 85 percent of company revenue came from Jones Soda. The company changed its corporate name to Jones Soda and moved its headquarters from Vancouver to Seattle. During the following years, it extended distribution through mainstream retailers and restaurants while preserving a craft-soda image. In 2004, Jones announced distribution in more than 3,900 Starbucks locations in the United States. That relationship ended in the United States by 2007. Jones also introduced 12-ounce cans in 2004 through an exclusive Target arrangement, marking a significant move beyond its original glass-bottle format. Flavor experimentation became another major part of the brand's history. Seasonal releases included Thanksgiving and holiday flavors such as Turkey & Gravy, Green Bean Casserole, Cranberry, Mashed Potatoes with Butter, Fruitcake, Christmas Ham, Latke, and Applesauce. Although many of these products were intentionally humorous or provocative, they were also used to create scarcity, press attention, and collector interest. The 2003 Turkey & Gravy release sold out rapidly, and later holiday packs supported charitable causes including Toys for Tots, St. Jude Children's Research Hospital, and Vitamin Angels. Jones also produced Halloween, Easter, Valentine's Day, sports, and anniversary editions. The company broadened its range beyond standard soda. A Slim diet line appeared in 1999 and was discontinued in 2003 in favor of sugar-free products using sucralose and acesulfame potassium. In 2005, Jones announced Jones Organics, a tea-based line comprising white-, green-, and red-tea blends. Frozen soda pops and carbonated candy were introduced through licensing arrangements, and an energy-booster candy line was also developed. These initiatives reflected an effort to extend the brand's flavor and identity system into adjacent categories. In late 2006 and early 2007, Jones announced and implemented a transition from high-fructose corn syrup to cane sugar, with the principal soda range switching to cane sugar by April 2007. The energy-drink line followed later that year. At the same time, the company attempted to expand its canned-soda business. Competing directly with large beverage companies proved difficult, and Jones reported an $11.6 million loss in 2007. In 2008, after another quarterly loss, the company cut 42 jobs, or roughly 40 percent of its workforce, to reduce annual expenses by more than $2.6 million. Jones faced further strategic uncertainty in 2010. It agreed to a proposed acquisition by Reed's but withdrew from the transaction later that month. The company then appointed William Meissner, formerly associated with Talking Rain, as president and CEO. Jones subsequently announced a Walmart distribution deal and $10 million in financing from Glengrove Small Cap Value Ltd. The company relocated within Seattle in 2011 and moved again in 2015 to a larger space. During the 2010s and 2020s, licensing and partnership activity remained important. In 2015, Jones worked with Target and Bethesda Softworks on Nuka-Cola Quantum, a Fallout-themed beverage associated with Fallout 4. A separate Nuka-Cola Victory flavor followed in 2024 in connection with the Fallout television series. Jones also partnered with 7-Eleven in 2016 on an exclusive five-flavor range. In 2019, it expanded its sugar-free offering with Strawberry Lime and Cream Soda. In 2022, the company announced Mary Jones, a cannabis-infused beverage and candy brand intended to begin in California before expanding to other legalized markets. Mark Murray became CEO in December 2020. Jones Soda continues to operate as a public craft-beverage company centered on soda, unusual flavors, participatory packaging, and selected retail and licensing partnerships.
- 2022
Mary Jones cannabis brand announced
[1]The company announced cannabis-infused beverages and candy for regulated markets.
- 2015
Nuka-Cola Quantum launched
[1]Jones collaborated with Target and Bethesda on a Fallout-themed beverage.
- 2010
Proposed Reed's acquisition abandoned
[1]Jones withdrew from a proposed acquisition by Reed's and appointed William Meissner as CEO.
- 2008
Workforce reduced after expansion losses
[1]Jones eliminated 42 jobs as it reduced costs following losses connected with canned-soda expansion.
- 2007
Cane-sugar conversion completed for most products
[1]The mainstream product range moved from high-fructose corn syrup to cane sugar.
- 2005
Jones Organics and frozen soda pops announced
[1]The company expanded into tea-based drinks and frozen novelties.
- 2004
Cans and Starbucks distribution introduced
[1]Jones entered the can format through Target and announced distribution through thousands of Starbucks locations.
- 2003
Turkey & Gravy limited edition becomes a collector release
[1]The Thanksgiving flavor sold out rapidly and drew significant secondary-market interest.
- 2000
Corporate name and headquarters changed
[1]The company adopted the Jones Soda name and moved its headquarters from Vancouver to Seattle.
- 1999
Slim diet line introduced
[1]Jones entered the diet-soda segment with its Slim line.
Products and positioning
Youthful, participatory, unconventional, and craft-oriented; the brand emphasizes unusual flavors, consumer-created imagery, collectible packaging, and culturally themed collaborations.
Carbonated soft drinks · 1996
Jones Soda Classic
The core Jones range consists of fruit, cream-soda, cola, and other carbonated flavors sold through bottles, cans, fountain service, traditional beverage outlets, restaurants, and alternative retail accounts. The line is associated with rotating label photography and a broad flavor-development program.
Sugar-free soft drinks · 2003
Jones Sugar Free
Jones's sugar-free range replaced the earlier Slim line. The formulas described in reference material use sucralose and acesulfame potassium rather than aspartame. Sugar-free Cola was later joined by Strawberry Lime and Cream Soda.
Tea-based beverages · 2005
Jones Organics
Announced in 2005, Jones Organics extended the company into tea-based drinks. The range included six blends based on white, green, and red tea.
Licensed themed beverage · 2015
Nuka-Cola Quantum
Created with Target and Bethesda Softworks, Nuka-Cola Quantum was a Fallout-themed Jones beverage released as part of promotion surrounding Fallout 4.
Cannabis-infused beverages and candy · 2022
Mary Jones
Mary Jones is a cannabis-focused extension announced in 2022. The planned portfolio included infused soda and candy, beginning with a California test market and intended for other jurisdictions where such products are legal.
Confectionery · 2006
Jones Carbonated Candy
Produced through a licensing arrangement with Big Sky Brands, the carbonated candy line used Jones flavors including Berry Lemonade, Fufu Berry, Green Apple, Orange & Cream, Cream Soda, and M.F. Grape. Additional sour and energy-booster variants were later developed.
Frozen novelty · 2005
Jones Frozen Soda Pops
Jones entered the frozen novelty category with soda-flavored frozen pops in Green Apple, Berry Lemonade, and Cherry. The products were connected to a three-year Kroger licensing agreement and are no longer reported as currently available.
Marketing campaigns
- 2015Fallout 4 Nuka-Cola Quantum collaboration
United States
Jones, Target, and Bethesda connected a branded beverage release with the marketing cycle for Fallout 4.
Outcome. The collaboration extended Jones's limited-edition model into video-game licensing.
- 200810,000th label contest
United States · Canada
Fans voted on photographs selected by Jones, with the winning image receiving placement on a special-edition bottle.
Outcome. More than 5,000 votes were reported, making it one of the company's most popular contests at that time.
- 2007Seattle Seahawks limited-edition pack
Pacific Northwest · United States
Jones created a Seahawks-themed collector pack with novelty flavors and used Seahawks imagery on regular products during the football season.
Outcome. The promotion connected the local Seattle brand with regional sports culture.
- 2006Valentines Pack and Operation AC donation
United States
The Valentine's release combined Love Potion No. 6 soda with promotional merchandise and partnered with Operation AC to donate 10,000 packs to U.S. troops in Afghanistan and Iraq.
Outcome. The campaign linked a limited-edition product with a charitable and military-support initiative.
- 2004Thanksgiving dinner box set
United States
Jones packaged five unusual dinner-themed sodas as a limited holiday set. Proceeds were directed to Toys for Tots.
Outcome. The set sold out rapidly and reinforced Jones's collectible seasonal strategy.
- 2003Turkey & Gravy Thanksgiving release
United States
Jones used an intentionally unconventional Thanksgiving flavor to generate scarcity, conversation, and collector interest. Demand exceeded expectations and the release sold out quickly.
Outcome. The flavor became one of the brand's best-known novelty products and was repeatedly revived in later holiday collections.
Brand decisions
2022
Enter cannabis-infused beverages and candyProduct launchBackground
Jones sought to extend its flavor-led brand into the regulated cannabis beverage and confectionery categories.
Action taken
The company announced Mary Jones, with a California test market planned for April and possible expansion into other legalized states.
Aftermath
The initiative broadened Jones's product scope beyond conventional soft drinks, although availability depends on jurisdictional cannabis regulations.
2010
Withdraw from proposed Reed's acquisitionM&ABackground
Jones had agreed to allow rival Reed's, Inc. to purchase the company at a steep discount.
Action taken
Jones withdrew from the proposed transaction later in March 2010.
Aftermath
William Meissner was subsequently named president and CEO, and Jones pursued financing and distribution arrangements independently.
2007
Expand into the canned-soda marketStrategyBackground
Jones attempted to move beyond its niche glass-bottle business and gain broader mainstream retail distribution.
Action taken
The company expanded its canned-soda presence through retailers including Target and competed more directly with large beverage manufacturers.
Aftermath
The expansion encountered high barriers to entry and was associated with an $11.6 million loss reported in 2007 and a major workforce reduction in 2008.
Reported loss. $11.6 million loss (2007)
- The Coca-Cola Company — Jones's expansion placed it in competition with Coca-Cola's large-scale soda business; no specific public reaction is identified in the reference material.
- PepsiCo — Jones's expansion placed it in competition with PepsiCo's large-scale soda business; no specific public reaction is identified in the reference material.
2006
Replace high-fructose corn syrup with cane sugarStrategyBackground
Jones sought to revise the formulation of its mainstream beverages while maintaining its craft-oriented positioning.
Action taken
The company announced the change in November 2006 and introduced Pure Cane Soda cans in January 2007. Most products had changed to cane sugar by April 2007, with the energy line following later.
Aftermath
The formulation change became a notable part of the brand's product strategy, although the company simultaneously faced difficulties in expanding its canned-soda business.
Recent events
Reported
Jones Soda completes $8 million concurrent financing[3]
As part of closing the arrangement, subscription receipts for aggregate gross proceeds of US$8 million automatically converted into Pinestar shares and warrants, which were immediately exchanged for Jones shares and special warrants.
Reported
Jones Soda completes acquisition of Pinestar Gold[3]
Jones Soda announced that it completed its acquisition of all issued and outstanding common shares of Pinestar Gold Inc. through a plan of arrangement.
Reported
Jones Soda appoints Maisie Antoniello as vice president of marketing[4]
Jones Soda Co. appointed Maisie Antoniello as vice president of marketing.
Sources4 sources
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