Jones Soda has sold its cannabis beverage division, including the Mary Jones brand, to MJ Reg Disrupters for $3 million. The transaction, finalized on June 19, 2025, is part of Jones Soda’s strategy to concentrate on its primary product lines, including sodas, functional drinks, and adult beverages.
As part of the deal, $489,399 was paid in cash at closing, while the remainder will be disbursed through a promissory note until 2028. This move comes as Jones Soda seeks to reallocate its resources toward categories that promise better growth prospects.
Jones Soda first entered the cannabis market in 2022 with the launch of the Mary Jones brand. However, during the first quarter of 2025, the cannabis segment generated $380,000 in revenue, down from $410,000 in the same period the previous year. This figure represented about 8% of the company’s total sales of $4.6 million during that timeframe.
CEO Scott Harvey stated that divesting the cannabis business is a strategic decision aimed at enhancing focus on areas with stronger long-term growth potential. He expressed pride in the innovative aspects of the Mary Jones brand but emphasized the importance of prioritizing core beverage categories.
The cannabis market has presented challenges for many companies, including Jones Soda. The lack of a clear federal regulatory framework for cannabis-infused food and beverages has hindered growth opportunities. As legalization efforts continue to face obstacles, businesses are increasingly concentrating on state markets where recreational cannabis use is permitted. However, entering these markets requires navigating complex regulations and varying state laws, which can be costly.
Other companies in the industry have also reevaluated their cannabis strategies. For instance, Tilray Brands has shifted its focus towards beer, citing a decreased likelihood of federal cannabis regulation in the U.S. Similarly, Molson Coors exited a cannabis joint venture due to uncertainties in the market, and Constellation Brands has significantly reduced its investment in Canopy Growth.
The sale of the Mary Jones brand underscores a broader trend among beverage companies that initially invested in cannabis but are now pivoting back to their traditional product lines amid regulatory challenges and market uncertainties.
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