Key Takeaways
- Jones Soda Co.'s Mary Jones brand expands into the Hemp Delta-9 (HD9) sector with THC-infused craft sodas.
- The new line offers classic Jones' flavors with user-submitted photo labels, maintaining the brand's iconic approach.
- Mary Jones introduces a direct-to-consumer e-commerce platform, navigating through complex state regulations.
- The launch signifies a strategic move in the evolving cannabis and THC product market, addressing consumer and retailer adaptation.
Infusions and Expansions
Jones Soda Co. has ventured into the burgeoning hemp market with its Mary Jones brand. The introduction of Hemp Delta-9 (HD9) infused craft sodas marks a significant expansion for the company, notably as the first nationally distributed Consumer Packaged Goods (CPG) soda brand to enter the HD9 space.
This move follows the brand's initial foray into the cannabis market in 2022 when Mary Jones debuted in California dispensaries.
The newly launched HD9-infused sodas retain the beloved taste profile of Jones Soda, now enhanced with high-quality, lab-tested THC derived from hemp. Consumers can enjoy these beverages in 12-ounce cans, available in dosages of 2.5, 5, or 10 milligrams of low-dose hemp THC.
The product line features four of Jones' classic flavors, including the award-winning Berry Lemonade. It anticipates the addition of novel and special release flavors in 2024, leveraging the company's 25 years of industry expertise.
E-commerce and Market Penetration
In tandem with the product launch, Mary Jones has unveiled a direct-to-consumer e-commerce store, broadening its reach while adhering to state-specific regulations.
While the e-commerce platform allows nationwide shipping, exceptions include states such as Alaska, Hawaii, Colorado, Idaho, and Oregon due to local regulatory frameworks. The brand also emphasizes transparency and quality assurance by providing certificates of analysis for all its HD9 products.
The retail presence of Mary Jones HD9 is currently established in six markets, with plans for further expansion.
This strategic distribution aligns with the company's mission to cater to a market that is gradually embracing legal cannabis and THC products, ranging from low-dose options to traditional higher-dosed alternatives.
A Pioneering Move in a Dynamic Industry
David Knight, CEO of Jones Soda, highlighted the evolving landscape of consumer and retailer behavior towards legal cannabis and THC products.
He expressed confidence in the company's ability to deliver top-quality products, positioning the Mary Jones range of beverages and edibles to meet growing market demands effectively.
"There's a great evolution happening among today's consumers and retailers. They are adapting to legal cannabis and THC products, whether low dose Hemp Derived Delta-9 or traditional higher dosed THC options via state regulated markets," Knight said in a news release.
"Jones Soda always delivers best tasting products, and our Mary Jones range of beverages and edibles don't disappoint," Knight added. "Mary Jones now sits squarely in this trajectory, with low dose HD9 and traditional cannabis products that meet the demand."
What We Think
Jones Soda's entry into the Hemp Delta-9 (HD9) infused craft soda market with its Mary Jones line represents a significant strategic pivot, positioning the company at the forefront of a nascent yet rapidly evolving sector.
This move diversifies its product offering and capitalizes on the growing consumer trend towards cannabis-infused products, reflecting an adaptability to shifting market demands.
Launching a direct-to-consumer e-commerce platform is a savvy business decision, expanding its market reach beyond traditional retail, albeit with mindful adherence to varying state regulations.
Leveraging its 25-year expertise in craft soda and integrating user-generated content into its branding maintains the company's core identity while venturing into this new domain.
As the first nationally distributed CPG beverage brand to expand into HD9, Jones Soda is setting a precedent, potentially paving the way for broader acceptance and integration of cannabis-infused products within the mainstream beverage industry.