• Beverage World, Friday, August 17, 2007 11 AM

Jones Soda retains a quirky, scrappy image. Yet the brand that got its start in tattoo parlors and skate shops now can be found in Panera Bread and Barnes & Noble, retail environments more likely to attract soccer moms than fans of the X Games.

So how does a brand that built its fan base on a simple premise - "Run with the little guy...create some change" -- stay relevant when it has a highly publicized deal with a NFL team and is predicted to be a global company by the end of 2008?

The answer, according to CEO Peter van Stolk, is staying true to its roots and maintaining the personal connection with its consumers. As the Seattle, WA-based company has continued to grow -- Jones Soda reported $39 million in revenue in 2006 -- van Stolk and his team have continued to build on that emotional connection.

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