The edgy maker of premium soft drinks is teaming up with Alaska Airlines
This is a pretty big deal. Canned versions of the company's cane-sugar-sweetened cola, diet cola, lemon-lime soda, and sugar-free cream soda will be among the complimentary beverages offered on flights of both of Alaska Airlines' subsidiaries, with Jones' more eclectic flavors making occasional appearances as well.
Nailing the basics first is important for Jones, as it tries land more exclusive stadium deals like the pact it made with the Seattle Seahawks. (It's also got a deal with the New Jersey Nets, once the NBA team begins playing at its new arena in Brooklyn in two seasons.) After all, if Jones can't woo consumers to its cola and lemon-lime concoctions, it will have an uphill battle in persuading other venues and casual-dining establishments to give Coca-Cola
The brand's exposure to mobile passengers could be golden. It also helps that the airlines will serve cans. Jones, known mostly for its signature clear bottles, turned to National Beverage
Jones' earnings growth has disappointed investors, despite the broader reach of the company's products. The CEO stepped down two months ago, and investors and management alike hope that a more seasoned leader can get the company over the operational hump without shedding its refreshing personality.
Jones Soda may not have had the same kind of success that Hansen Natural
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Longtime Fool contributor Rick Munarriz actually enjoys some of the more exotic Jones Soda seasonal flavors, including Caramel Apple and Key Lime Pie. He does own shares in Jones Soda, and he's also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early. The Fool has a disclosure policy.