As of August 1st, 2000, Urban Juice and Soda Company Ltd. officially changed its name to Jones Soda Co ("JONES"). The story of the company began in 1987 when company founder and president, Peter van Stolk, recognized the potential of emerging "alternative" products in the beverage industry.

.The company's start in the beverage world was not as a manufacturer of its own brand, but as a distributor in western Canada of other successful lines, including Just Pik't Juices, Arizona Iced Tea and Thomas Kemper sodas. By 1994, Jones was firmly established as a full line beverage distributor in western Canada, with a reputation for picking winners.

Utilizing its experience and knowledge gained in the distribution industry, JONES decided to create and distribute its own brands. In 1995, JONES created two brands of its own: WAZU Natural Spring water, launched in April 1995 and Jones Soda, launched with six flavors in January 1996. Jones Soda has been recognized and awarded for its unique packaging that features constantly changing labels that are generated and submitted by its consumers. In 2000, Jones Soda Co. launched its own version of an energy drink, named WhoopAss. The following year, in 2001, Jones Soda Co. launched 6 flavors of Jones Juice. See Jones Flavor Evolution for more information

Distribution of Jones Soda began with what we call our "alternative distribution strategy." Jones Soda Co. placed it own coolers, bearing their signature flames, in some truly unique venues, such as skate, surf and snowboarding shops, tattoo and piercing parlors, as well as in individual fashion stores and national retail clothing and music stores. Following the execution of the alternative distribution strategy, Jones began an up and down the street "attack" of the marketplace; this time placing product in convenience and food stores. Finally, the company began to achieve larger chain store listings with companies such as Starbucks, Panera Bread, Barnes & Noble, Safeway, Target, Cost Plus, Meijers, Winn-Dixies stores, Albertson's, and 7-Eleven stores.

Jones Soda has also incorporated unique marketing initiatives in its strategy. Jones Pro Riders and Jones Emerging Riders, including extreme pro athletes BMXer Mat Hoffman, snowboarding extraordinaire Chanelle Sladics, and surf legend Benji Weatherly can be found promoting Jones and sporting the Jones logo at extreme sporting events across the country. The Jones RVs on both the East and West coasts travel through cities in North America handing out soda and talking to the people on the street.

Jones Soda has always been about the people and interacting with the consumer. From the ever changing photos on our labels to the company's websites, www.jonessoda.com and www.myjones.com, and the recent MyJones Independent Music site, www.myjonesmusic.com, Jones Soda has created a cult following and is a passion not only among soda drinkers but with its employees, directors and shareholders.

Run with the little guy... create some change.