Jones Soda

In 1995, in Vancouver, British Columbia, founder Peter van Stolk, along with photographer and designer Victor John Penner, launched Jones Soda. The company started as a beverage distributor named Urban Juice and Soda Company but soon pivoted to creating its own brand. The core idea was to offer a premium alternative to mainstream sodas, using pure cane sugar and unique flavors. A key innovation set Jones Soda apart: its packaging. Initially featuring Penner's photography, the company soon began accepting and publishing photos submitted by its own customers. This user-generated content strategy was groundbreaking, creating a strong community and a sense of ownership among its fans. By 1999, the "myJones" program officially allowed customers to personalize labels, a move that solidified its cult-like following. The company went public and moved its headquarters from Vancouver to Seattle in 2000, officially renaming itself Jones Soda Co. as over 85% of its revenue came from the soda brand. However, the journey wasn't always smooth. An attempt to compete directly with giants like Coke and Pepsi by introducing cans and expanding into mainstream retail channels proved challenging and financially draining. The company returned to its roots, focusing on its loyal fanbase and unique glass bottle distribution in places like skate shops and music stores. More recently, Jones has continued to innovate, launching a cannabis-infused product line called Mary Jones in 2022.