The Return of Flavor: How Jones Soda Is Reclaiming Its Identity
- A.M. Robinson
- 14 hours ago
- 1 min read
By: Steve Kanaval
From cult favorite to quiet comeback — why Jones Soda’s strategy is finally catching up to
its story.
Jones Soda was never meant to be boring. Founded on bright colors, fan-submitted labels,
and flavors that dared you to try them, it was a cult favorite long before nostalgia became a
business model.
But cult brands don’t always age well. After a peak in the early 2000s and years of declining
sales, Jones did what many companies wouldn’t: it listened. And then it started over.
Today, Jones Soda is making a quiet return — built not just on flavor but on identity. It’s
leaning into what made it beloved: community, risk, and voice. It launched a cannabis line
(Mary Jones), embraced direct-to-consumer again, and doubled down on storytelling.
Revenue is growing. SKUs are tightening. And the market, once dismissive, is beginning to
notice.
Jones isn’t trying to act big.
It’s trying to be bold again.
And this time, its flavor just might stick.