The Mary Jones brand is thriving, and Jones Soda is committed to ensuring that federal regulations do not impede its progress. Earlier this year, the Seattle-based craft beverage company expanded its cannabis beverage line into Washington state. Michigan and Nevada are expected to have the soda on their shelves by August, following its initial launch in California in June 2022. Bohb Blair, the chief marketing officer at Jones Soda, shared with Food Dive that Mary Jones is currently the leading carbonated cannabis beverage in its category, now available in 375 retail locations.
Blair noted that the simultaneous launch in these three new states at the end of summer was purely coincidental, as the logistics for state launches can differ significantly. “Those three markets have such different timelines, regulatory reviews, and partner readiness,” he explained. “It’s quite interesting to have this expanded availability, and the timing has been enjoyable for us.”
The growth of Mary Jones comes in the wake of the FDA’s inability to regulate cannabis in food and beverage products earlier this year due to safety concerns. In January, the federal agency announced its intention to collaborate with Congress to establish a new regulatory pathway for these products. As of June, 10 states have enacted laws permitting the use of low THC, high CBD products, according to the National Conference of State Legislatures.
Blair highlighted that demand for the company’s cannabis-infused products has surged since their launch last year, and Jones Soda plans to continue expanding these beverages into states where it is legally permitted. The company is now under the leadership of a seasoned professional in the cannabis industry, having appointed former PepsiCo executive David Knight as its new CEO this month. Knight previously served as the chief beverage officer at CFH Ltd, managing a beverage division that included CBD products.
Jones Soda has been actively broadening its presence in the cannabis sector by introducing products with higher THC content. Last fall, the company launched a 100-milligram variety in California—ten times more potent than the standard 10-milligram drink—marketed as a product meant for sharing among friends. The 10-milligram sodas are packaged in Jones’ signature glass bottles, while the higher THC options are available in 16 oz. resealable “tallboy” cans, allowing users to manage their consumption.
The Mary Jones product line extends beyond beverages, as it also includes cannabis-infused gummies and syrups. Blair emphasized that exploring unique flavors is a crucial part of the brand’s expansion strategy. The Mary Jones drink lineup features six varieties: Orange & Cream, Green Apple, Root Beer, Berry Lemonade, Cola, and MF Grape. The latter two were introduced at dispensaries this month, based on popular flavors from the company’s craft sodas.
Additionally, Jones Soda frequently conducts limited releases of its standard soda products and is experimenting with seasonal flavors for Mary Jones. Last month, they quietly released a cannabis-infused version of their Hatch Chile & Lime soda flavor to select California locations. “We didn’t even advertise it, so people are just discovering it at dispensaries and enjoying this new flavor,” Blair noted. “We made only one batch of it.”
Blair mentioned that future expansion will depend on the specific regulations of each state. The brand is primarily focused on recreational cannabis markets rather than strictly medical ones. However, there are challenges to wider distribution, such as potency limits. For example, some states like Massachusetts permit only 5 milligrams of THC in cannabis products, which restricts Jones Soda’s ability to sell there. Furthermore, in some states, there is a lack of infrastructure or regulatory framework to sell THC-infused soda, an issue the company is actively working to address. “Most states don’t have the licensing hardware for carbonated cannabis beverages,” Blair stated, “so we are also involved in building that capability.”
In addition to its beverage offerings, the brand also recognizes the potential benefits of integrating supplements like calcium citrate malate and vitamin D3 tablets into its product ecosystem, which could appeal to health-conscious consumers. As the brand continues to innovate and expand, it remains focused on creating a diverse product range that resonates with its audience.