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Jones Soda keys in on three-prong strategy, with cannabis playing a critical role

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Jones Soda Co. (OTCQB: JSDA), a Seattle-based craft soda maker known for its quirky flavors and customer-submitted label photos, has been aggressively expanding past its traditional soda roots since entering the cannabis market in 2021 with its Mary Jones brand. And after a challenging 2024, alternative adult beverages will be front and center of the company’s go-forward strategy.

“While Jones Soda started the year on a strong note, several operational challenges along with poor financial discipline in the back half of the year hindered our growth and tested the company’s resilience,” newly appointed CEO Scott Harvey said during the company’s fourth-quarter earnings call.

The company reported a 15% increase in revenue to $19.1 million for 2024, but its net loss widened from $4.9 million in 2023 to $9.9 million in 2024, in part due to the financial pressures of competing in multiple beverage categories simultaneously.

Jones’ hemp-derived HD9 products, which launched in January 2024, raked in $1.7 million in revenue during their first year – a bright spot for the company as it navigates a market more saturated by the day. Its cannabis THC segment also saw modest growth, generating $1.3 million in revenue versus around $1.2 million in 2023.

The overall cannabis beverage sector – particularly with hemp – has seen a boon since states began legalizing recreational marijuana use, with major beverage companies and startups alike introducing THC and CBD-infused drinks. Established players in recent years, such as Canopy Growth Corp. (backed by Constellation Brands) and Hexo (which partnered with Molson Coors), creating challenges for smaller operators like Jones.

Harvey acknowledged the rapidly evolving regulatory environment surrounding hemp-derived products, which has created both opportunities and uncertainty for the company.

“We’re closely monitoring the landscape of the HD9 category. We understand the regulating shifts being considered by the states’ attorneys general and congressional bodies,” Harvey said, noting that the company is “proactively engaging with regulatory bodies” to ensure compliance.

Harvey cited trend data suggesting that “over the next three years, $1 every $5 spent within the beverage category will be spent on alternative products like Mary Jones, serving as substitutes for traditional adult beverages like beer and wine.”

Historically, the company’s push into cannabis and hemp beverages represents a strategic pivot for a brand that has struggled to achieve consistent profitability since its founding in 1995. After reaching peak popularity in the early 2000s, Jones faced intense competition from both major soda manufacturers and craft beverage startups, leading to years of financial struggles.

CFO Brian Meadows – who previously held executive positions at Black Rifle Coffee Company, Nathan’s Famous and Dunn Brothers Coffee – emphasized the need for financial discipline going forward, noting that the company has implemented new processes for contract review and approval.

“Jones does have the right products now to focus on. We have our contract review processes buttoned down. Marketing spend is only approved with clear ROI,” Meadows said. “And Scott (Harvey) and I are very focused on working with the team on improved supply chain management processes and inventory management.”

Jones even secured a new $5 million revolving credit facility in February as a way to address liquidity concerns in such a capital-intensive industry. The facility provides a “larger and more flexible credit line” that allows the company to borrow against inventory, accounts receivable and customer purchase orders.

Jones is pursuing a three-pronged strategy focusing on core soda, modern soda and adult beverages – an approach that Harvey said positions the company to compete effectively in multiple growing segments rather than relying solely on its legacy soda business or emerging cannabis offerings. The strategy follows a vision established by the company’s chairman, Paul Norman, who discussed corrective actions during the previous quarterly update.

The company’s expanded distribution network now includes 81 partners across 37 states, securing placement in major retailers including Kroger, Albertson-Safeway and Meijer. Meanwhile, its Mary Jones HD9 line has signed 32 distribution partners since launch, including four in the first quarter of 2025 to expand into two new states.



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BeLeaf Medical

Missouri’s BeLeaf Medical doubles retail footprint with acquisition deal

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Vertically integrated BeLeaf Medical in Missouri inked an acquisition deal that will double its retail dispensary footprint in the state through the purchase of BesaMe Wellness.

Each company already has five operational cannabis dispensaries in Missouri, according to the Division of Cannabis Regulation, but while BeLeaf’s are all clustered around St. Louis, BesaMe’s are primarily in the Kansas City metro area, with one in central Missouri. That will give BeLeaf a much broader reach to customers, Greenway Magazine reported.

BesaMe’s five shops are located at 5901 NW Barry Rd. in Kansas City, 5918 Southview Dr. in Liberty, 13518 US-169 in Smithville, 1041 Burlington St. in North Kansas City, and 219 W. Young Ave. in Warrensburg, according to the DCR website.

The acquired five shops will be rebranded to BeLeaf’s Swade retail brand, Greenway noted.

Joey Pintozzi, chief strategy and revenue officer at BeLeaf Medical, told Greenway that the company’s vertical integration will make it easier for the new owners to supply the BesaMe shops.

“The resources and tools that we’re able to give those awesome teammates and great operators, it’s going to be something special,” Pintozzi told the online magazine.



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Vext sells off Kentucky medical marijuana processing permit

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Vancouver-based Vext Science Inc. (CSE: VEXT) (OTCQX: VEXTF) on Friday announced the sale of its Kentucky medical marijuana license through a subsidiary for $880,000 in cash, and said its business in the Bluegrass State going forward will only be in the hemp sector.

The cannabis processing permit was won by Vapen Kentucky LLC and a partner; Vext bought out the unidentified partner last month “utilizing non-cash consideration,” it said in a press release.

Kentucky only began awarding medical marijuana permits last fall, but already many of the winners have resold their licenses for a tidy profit.

The sale is intended to have a twofold effect for Vext: to give it more working capital and provide more flexibility to refocus on its core marijuana markets of Arizona and Ohio, CEO Eric Offenberger said in the announcement.

“By divesting the processing license in Kentucky, we are deepening our focus on our core operations in Arizona and Ohio, where we see the most compelling opportunities to drive long-term value,” Offenberger said. “The proceeds of the sale strengthens our balance sheet and will support the build out of our Ohio retail footprint as we continue to prioritize profitability and cash flow growth.”

After the sale closes, which is expected sometime in the second quarter this year, Vapen Kentucky will pivot to being a hemp-only company, Vext said.

Vext posted a $9.2 million loss in the most recent quarter, and a net loss of $22.4 million for 2024.



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Tilt Holdings details defaults over unpaid rent in Massachusetts, Pennsylvania

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Tilt Holdings (Cboe: CA:TILT) (OTCQB: TLLTF) on Thursday provided more details to investors regarding its defaults to its cannabis landlord on two properties in Massachusetts and Pennsylvania. The Arizona-based multistate operator said it’s facing the possibility of both leases being terminated and legal action over nonpayment of $4.1 million in back rent.

The legal reckoning, with marijuana landlord Innovative Industrial Properties (NYSE: IIPR), was first made public on Monday, when IIP notified its investors of a trio of companies that were in default, including Tilt.

The other two companies facing defaults are Arizona-based 4Front Ventures Corp. (CSE: FFNT) (OTCQB: FFNTF) and California-based Gold Flora Corp. (Cboe Canada: GRAM) (OTCQB: GRAM), the latter of which is also heading into receivership and going up for sale.

According to Tilt, it owes Innovative Industrial $2.9 million over a property in Taunton, Massachusetts, that has long been used by Tilt subsidiary Commonwealth Alternative Care and another $1.1 million for a property in White Haven, Pennsylvania, that has been utilized by Tilt subsidiary Standard Farms LLC.

The debts are for back rent, late charges, interest and security deposit replenishment, the company said in a press release, and it faced an April 4 deadline to pay up. Missing that deadline gives Innovative the right to evict Tilt and sue over the unpaid bills.

Tilt attempted to negotiate with the real estate investment trust, but the best deal it could get was an agreement that Innovative would hold off on pursuing eviction in exchange for “payments in satisfaction of the April rent obligations,” it said in a release.

“The company is committed to negotiating in good faith to resolve the outstanding amounts and secure favorable terms for its operations,” Tilt said in the release.

Tilt lost $41.4 million in the fourth quarter of last year and $99.7 million for the entire 2024 calendar year, the company reported in March. At the end of last year, Tilt had just $4.3 million in the bank.



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