Jones Soda

"Our goal as a soda company was to be the first national player launched in the last thirty years," states Peter. "We want to be a premium soda player, like Starbucks is to coffee. Jones is an indulgence; it's a treat. As such, it should be fun. If it's not fun, it's a food group." Everything they do keeps them in that premium category—cane sugar vs. chemical creations; personal, changing photos on labels; glass vs. plastic bottles; and flavors that are fun (think special Halloween flavors like "lemon drop dead," "strawberry slime," and "monster mojito").

With all the competition in the soda market, you'd have to offer something different. "We knew we couldn't compete with the competition on their terms," explains Peter. "You have to do what the competitors don't. A beverage would have to have a reason to be. It has to do more than taste great; it has to stand for something. We're about individuality—it's your soda."

Clearly, they've come a long way. In the beginning, their "alternative distribution strategy" had the soda in coolers in skate, surf and snowboarding shops, along with tattoo and piercing parlors. Because of the fun/quirky aspect of Jones, the extreme pro athletes were a natural demographic. As the company has grown, the soda has made its appearance in chain stores like Starbucks, Panera Bread, Safeway and 7-Eleven.

Recently, the Seahawks approached Jones about being the soda of choice at Qwest Field. "They were looking at what would excite the fans," says Peter. "We wanted to work with them because it would be fun and great for our customers. Local is a big deal. Also, football is traditionally fear-dominated and it's nice to have a family product involved." Bottles at the field will be plastic instead of their normal glass and they've created Seahawk labels as well. Beating out Coke is quite the coup.

Do the extreme athletes and early customers feel they're being left behind as Jones goes big (bigger) time? Not according to Peter. "It's not a problem. Jones has to evolve like every company. We want to maintain the relationship with all our customers. For us, it's all about interacting with the consumer."

Interaction takes many forms. One of the most visual is the use of personal photos on labels. You can submit your photos online for consideration for new labels. If chosen, you may be looking at yourself next time you go to the store. For a nominal cost, you can also get a 12-pack of personalized bottles delivered to your door—celebrate that anniversary or birthday in a very personal way (myjones.com). There's also myjonesmusic.com, a site where local, regional and national musicians and music lovers share their music and learn from each other. "The music site is free, fun and fast. We're not selling, it's just doing it's thing," says Peter. "Music creates an emotional connection."

On the Jones Soda site (www.jonessoda.com), you'll also find pages for the Jones Pro Riders, Emerging Athletes, Emerging Talent and the Youth Advisory Board. The board gives input to the Jones Board of Directors—it keeps the line of communication open with teens and has a direct impact on policies.

Jones is always looking for the next thing to make their own. "Everyone has known that an energy drink without caffeine would be big. We look for the lever that would provide something other than caffeine to stimulate," says Peter. So they now own the North American rights to any FDA-approved natural GABA (there are synthetic GABAs on the market as well). GABA helps you focus. "The Japanese have a food for everything—joints, heart, liver. GABA is food for the mind. GABA is already in your brain—when you drink it, you're just topping off. There have been university studies and it's FDA-approved. The science is all there. There's also 1000 years of foundation—you find it in fermented foods like miso soup."

Photo: Seattle headquarters, somewhat unlike other national players

Studies have also been done on kids both here and in Japan as well as with kids who have ADD—GABA appears to help them stay focused. Interestingly, yoga increases GABA. Since GABA is a natural part of your brain, there are no withdrawal symptoms if you stop drinking it, like there are with caffeine. You simply absorb the amount you need, best in 200 mg amounts. "It seems to work well with citrus," says Peter. "Some of the products made in Japan don't taste very good, so we're experimenting with flavors."

Jones Soda has been highly effective doing their own thing. They've attracted creative employees who are passionate about the product and the way the company works. And they offer us something different, something more personal in a world of giants. We should thank them for that and get our pictures on those labels.

Connie Adams/October 2007

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