J2O - the first ten years
The gap in the market
Before J2O was launched in 1998, adults who were out in a pub or restaurant but who didn't want to drink alcohol were faced with a limited range of options. Their choices were mainly restricted to everyday drinks like colas, lemonade or small bottles of juice, which which were often not well presented or served, and didn't last for long - certainly not in comparison to a pint!
Research suggested that consumers were ready for a change - the perfect opportunity for a new product.
