The JOCOLA Legacy

The Drink That Pepsi Stopped

JOCOLA was co-founded by Joe Jackson — the legendary patriarch who built the greatest music family in history. Named partly after himself (the JO in JOCOLA), Joe's beverage brand was thriving, selling over 50,000 cases per month across California, Arizona, and Mexico.

Then came 1984 — the year Pepsi signed the famous sponsorship deal with Michael Jackson for the iconic "Victory Tour." Pepsi approached Joe Jackson directly and asked him to cease selling JOCOLA during the sponsorship period to avoid brand conflict with the Pepsi-Jackson partnership.

The brand went dormant. But the recipe, the story, and the family legacy never disappeared. Now in 2025, JOCOLA is back — bottling in the United States and Africa — and launching on the blockchain with the $JOEJACK utility token to bring the community into ownership of the brand's future.

From Gary, Indiana to Global Icon

Joseph Walter Jackson was born in Fountain Hill, Arkansas and grew up in Gary, Indiana. Recognizing extraordinary musical talent in his children, Joe began training and managing the Jackson brothers — Jackie, Tito, Jermaine, Marlon, and Michael — in the early 1960s.

His vision, discipline, and relentless drive transformed the Jacksons into the Jackson 5, who signed with Motown Records in 1969. Their debut single "I Want You Back" hit #1, launching a dynasty that would define a generation of pop, R&B, and soul music.

Beyond music, Joe Jackson was an entrepreneur at heart. He co-founded JOCOLA soft drink, building distribution across three markets before the 1984 Pepsi-Jackson deal interrupted the brand's momentum. His estate continues to hold a co-ownership stake in JOCOLA International.

The $JOEJACK token is named in his honor — a lasting tribute to the man who built an empire from nothing, who believed in dreams bigger than circumstances, and who represents the spirit of JOCOLA: bold, cultural, and unapologetically iconic.