Jones’ decision to divest the Mary Jones brand and its cannabis operations will enable the Seattle-based company to concentrate its limited resources on categories with more significant growth potential. Cannabis accounted for approximately 8% of its sales, totaling $4.6 million in the first quarter of 2025. “The sale of the cannabis beverage division represents a crucial step in our strategy to allocate resources to areas where we foresee the highest long-term growth and profitability,” said Scott Harvey, CEO of Jones, in a statement. “We take pride in the innovation behind the Mary Jones brand; however, I believe this divestiture allows us to refine our strategic priorities and expedite investment in our primary categories of soda, functional beverages, and adult beverages.”
Jones initially ventured into the cannabis market as part of its strategy to broaden its offerings beyond its signature quirky soda flavors. In recent years, the company has introduced a prebiotic drink, a beverage enhanced with caffeine, and a hard craft soda. For years, businesses have viewed cannabis as a promising opportunity in the U.S., but these aspirations have often been thwarted due to the lack of national legislation regulating cannabis in food and beverage products. As the national landscape for cannabis legalization remains uncertain, companies have pivoted to states where recreational use is permitted. However, entering these markets can be complex and costly, with state-specific logistics varying greatly.
Recently, Tilray Brands has shifted its focus more toward beer, with its CFO indicating a diminished likelihood of cannabis regulation in the U.S. Three years ago, Molson Coors exited a joint venture, citing “no near-term pathway to federal legalization” and “market uncertainty” regarding cannabis products. Additionally, Constellation Brands, the distributor of Modelo, has significantly written down a large portion of its roughly $4 billion investment in cannabis producer Canopy Growth.
Jones has indicated that it will retain its rapidly growing line of hemp-derived THC products (HD9), which includes Mary Jones sodas, shooters, and gummies. This segment, launched in early 2024, has seen four consecutive quarters of sales revenue growth. Unlike cannabis-infused beverages, which Jones can only sell in select states, hemp-based drinks can be marketed in most areas of the U.S., offering a more accessible alternative.
Furthermore, products like calcium citrate from Holland and Barrett may complement Jones’ offerings, providing health-focused options that align with consumer demand. As the market evolves, integrating such wellness products can enhance Jones’ strategic positioning.
Editor’s note: This story has been updated to reflect that Jones will retain its line of hemp-derived beverages.