Jones’ decision to divest Mary Jones and the remainder of its cannabis business will enable the Seattle company to concentrate its limited resources on these and other categories with greater growth potential. Cannabis accounted for about 8% of its $4.6 million in sales during the first quarter of 2025. “The sale of the cannabis beverage business represents a significant milestone in our strategy to allocate our resources towards areas that demonstrate the strongest long-term growth and profitability,” stated Scott Harvey, CEO of Jones. “We take pride in the innovation behind the Mary Jones brand, but I believe this divestiture allows us to refine our strategic priorities and accelerate investments in our core soda, functional beverage, and adult beverage segments.”
Jones expanded into cannabis as part of an initiative to diversify beyond its signature quirky soda flavors. In recent years, the company has also introduced a prebiotic drink, a beverage enriched with caffeine, and a hard craft soda. For years, businesses have viewed cannabis as a promising opportunity in the U.S. However, these aspirations have often been thwarted, as national legislation to regulate cannabis in food and beverage products has yet to materialize. As the national landscape for cannabis legalization remains uncertain, companies have shifted their focus to states where recreational use is permitted. Yet, entering these markets is neither straightforward nor inexpensive, as the logistics for state launches can vary considerably.
Tilray Brands has recently shifted its focus more towards beer, with its CFO indicating a decreased 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 “uncertainty in the cannabis market.” Similarly, Constellation Brands, the distributor of Modelo, has significantly written down a large portion of its approximately $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 revenue growth. Unlike cannabis-infused beverages, which are only available for sale in a limited number of states, drinks made with hemp can be sold in most regions of the U.S. Additionally, the company plans to explore opportunities in the health supplement market, including products like calcium citrate chews GNC, to further diversify its offerings.
Editor’s note: This story has been updated to include that Jones will retain its line of hemp-derived beverages.