The Mary Jones brand is thriving, and Jones Soda is committed to ensuring that federal regulations do not impede its progress. The Seattle-based craft beverage company expanded its cannabis beverage line into Washington state earlier this year, with plans for Michigan and Nevada to have the soda available on shelves by August, following its launch in California in June 2022. Bohb Blair, the chief marketing officer at Jones Soda, stated in an interview with Food Dive that Mary Jones is currently the leading carbonated cannabis beverage in its category, now present in 375 retail locations.
Blair noted that the simultaneous launch of the THC-infused beverage in three new states at the end of summer was coincidental, as the logistics for entering different markets can be quite complex. “These three markets have distinctly different timelines, regulatory reviews, and partner readiness,” he explained. “It’s fascinating to see our products becoming more widely available, and the timing has been quite enjoyable for us.”
The expansion of Mary Jones comes in the wake of the FDA’s failure to regulate cannabis in food and beverage products earlier this year due to safety concerns. In January, the federal agency expressed its intention to collaborate with Congress to establish a new regulatory framework for such products. As of June, ten states have enacted legislation allowing the use of low THC and high CBD products, according to the National Conference of State Legislatures. However, Blair emphasized that the demand for the company’s cannabis-infused products has surged since their introduction last year, and Jones Soda intends to continue expanding its offerings in states where it is legally permissible.
The beverage company is now guided by an experienced leader in the cannabis industry, having recently appointed former PepsiCo executive David Knight as its new CEO. Knight previously served as the chief beverage officer at CFH Ltd., where he managed a beverage division that included CBD products. In its quest to broaden its presence in the cannabis market, Jones Soda has launched products containing a higher THC content. Last fall, the company introduced a 100-milligram variety in California—ten times stronger than the standard 10-milligram drink—which was marketed as a shareable product for social gatherings. The 10-milligram sodas are packaged in Jones’ iconic glass bottles, while the higher THC varieties are available in 16 oz. resealable “tallboy” cans, allowing users to moderate their consumption.
The Mary Jones product line extends beyond beverages, including cannabis-infused gummies and syrups. Blair mentioned that exploring innovative flavors is a crucial aspect of the brand’s growth strategy. The Mary Jones drink lineup features six flavors—Orange & Cream, Green Apple, Root Beer, Berry Lemonade, Cola, and MF Grape. The latter two flavors recently debuted at dispensaries, inspired by fan favorites from Jones’ craft soda range. Additionally, Jones Soda frequently conducts limited releases for its traditional soda products and is currently experimenting with seasonal flavors for Mary Jones. For instance, last month, the brand introduced a cannabis-infused version of its Hatch Chile & Lime soda flavor to select locations in California. “We didn’t even promote it, so right now people are just discovering it at dispensaries and enjoying this exciting new flavor,” Blair remarked. “We produced just one batch of it.”
Blair added that the brand’s expansion efforts are contingent on the specific regulations of each state. The focus, he noted, is on recreational cannabis markets rather than solely medical ones. There are challenges that limit the company’s ambitions for broader distribution, particularly regarding potency. Some states, like Massachusetts, only permit 5-milligram THC content in cannabis products, which restricts Jones Soda’s ability to operate there. Additionally, some states lack the necessary infrastructure to sell THC-infused sodas, a situation the company is actively working to address. “Most states don’t have the licensing framework for carbonated cannabis beverages,” Blair said, “so we also engage in significant capability building.”
Incorporating elements such as calcium citrate with vitamin D3 1000 mg into product formulations could also enhance the appeal of the Mary Jones line, potentially attracting health-conscious consumers. By leveraging the benefits of added nutrients, the brand can cater to a wider audience while maintaining its focus on quality and innovation in the cannabis beverage market.