Jones Soda promotes its products with creative
consumer contests, according to Cue. “We provide
POS materials that can be displayed on coolers.
[Convenience stores] have to do no execution at all.
We take care of all the prizes, everything.”
Beyond the Bottle
As the craft soda trend evolves, so does its movement
beyond the glass bottle. Just last month, Jones Soda
announced the official launch and expansion of its
premium Jones Cane Sugar Soda fountain program.
Jones is working with its retail restaurant and
foodservice customers to create custom designed,
co-branded fountain equipment that incorporates
both neighborhood-specific images submitted by
consumers, as well as retailer-selected photographs
that reflect the theme of each location.
“There has been a recent increase in interest for
premium craft soda, making this the perfect time for
Jones Soda to launch our new margin enhancing
program,” said Cue.
For Reed’s, Cohane said that “we
can confidently say that, soon-
er rather than later, [Reed’s
soda] will be in 5 gallon
bag in a box.”
Boylan Bottling is
also on forefront for
“A lot of small inde-
pendent stores, as
well as larger ones,
own those foun-
When they own
their own founda-
tion, they can put in
offerings that are not
the usual. It helps set
Can craft sodas do for soft drinks what craft beer
did for the beer industry? While it remains to be
seen whether bacon-flavored or old-fashioned fla-
vors stick around, people are gravitating toward
products they feel use real ingredients and that in-
cludes craft sodas. One thing is for certain:
More of them are finding their way onto conve-
nience store shelves.
Stephenie Overman is a freelance writer who is based
in the Washington, D.C. area.
A MAJOR CSD GETS CRAFTY
PepsiCo CEO Indra Nooyi agreed that traditional soda has lost
some of its “cool” factor. She shared this sentiment while introducing the company’s recently launched Caleb’s Kola in late 2014
at Beverage Digest’s “Future Smarts” conference.
Named for Pepsi recipe inventor Caleb Bradham, the craft soda
uses a formula that includes cane sugar, kola nuts, spices and hints
of citrus. It also comes in glass bottles reminiscent of a bygone era.