Jones Soda has announced the introduction of Jones Craft Cola and Jones Craft Zero Cola, marking the brand’s entry into the cola market. These new products are part of a collaboration with Nitrocross motorsports, a partnership that will be part of Jones’ multi-year agreement with Thrill One Sports & Entertainment. This move extends Jones Soda’s involvement in action sports.
The new colas will debut at the Nitrocross race on September 6-7 in Richmond, VA. These races feature high-performance electric vehicles on challenging tracks. The colas will also be available at other Nitrocross events and for purchase nationwide.
Jones Craft Cola is made with natural cane sugar, while Jones Zero Cola is a no-calorie option. Both products aim to elevate the cola taste, leveraging Jones Soda’s reputation for innovative craft sodas over the past three decades.
David Knight, CEO of Jones Soda, stated that partnering with Nitrocross will enhance the visibility of their products among young, adventurous fans. This campaign is part of Jones Soda’s broader strategy to reach new consumers and expand into new channels.
The collaboration with Nitrocross builds on Jones Soda’s existing relationship with Thrill One, which began with Street League Skateboarding (SLS). The partnership integrates Jones Soda products into SLS events and branding. Jones Soda will also sponsor SLS Futures, a youth development program within the league.
Mike Laheta, VP of Partnerships for Thrill One, expressed excitement about the partnership, noting that Jones Soda’s commitment to authenticity and innovation aligns with Nitrocross’s values. He believes this partnership will help grow the sport and enhance fan experiences at events.