Joanna's
Joanna's is a privately held, Iowa City-based craft beverage company founded in 2018 that produces handcrafted tonic syrups for gin and tonic and other cocktails, operating at micro scale (1-10 employees) with minimal publicly verifiable commercial activity.
- Company typePrivate
- Founded2018
- HeadquartersIowa City, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
Joanna's firmographics
Firmographics- Name
- Joanna's
- Website
- https://thisisjoannas.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Joanna's is a privately held, Iowa City-based craft beverage company founded in 2018 that produces handcrafted tonic syrups for gin and tonic and other cocktails, operating at micro scale (1-10 employees) with minimal publicly verifiable commercial activity.
- Ownership category
- akta.pro rank
Joanna's industry classification
Industry- Product category
- Craft Cocktail Mixers
- NAICS
- Flavoring Syrup and Concentrate Manufacturing (311930), Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)
- akta.pro secondary industry
- Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)
Keywords
Where Joanna's is headquartered
LocationHeadquarters
- HQ city
- Iowa City
- HQ country
- United States
- HQ region
- North America
Markets served
Joanna's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Joanna's product offering
Product offeringCore offering
Joanna's produces and sells handcrafted tonic syrups formulated to elevate the flavor of gin and tonic and other craft cocktails. The company operates as a small-batch beverage producer based in Iowa City, United States, founded in 2018, with 1–10 employees. Its single, focused product line targets cocktail enthusiasts seeking artisanal alternatives to mass-produced commercial tonics.
Differentiator
Problem solved
Functional benefit
Products and services
- Handcrafted Tonic Syrups
Companies that use Joanna's
Customer profileIdeal customer profiles1 record
Joanna's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Joanna's competitors and assessment
Company assessmentBroad incumbents
- Master of Mixes: Master of Mixes is a large-scale producer of cocktail mixers including tonics, margarita mixes, and daiquiri mixes. Comparable on cocktail mixer category and target use case, but operates at industrial scale with broad mass-market retail distribution rather than craft positioning.
- Fever-Tree: Fever-Tree is the global leader in premium mixers including premium tonic waters. It is the dominant branded competitor in the category where Joanna's tonic syrups compete, with broad retail and on-premise distribution and far greater scale.
- Stirrings Cocktail Mixers: Stirrings is an established cocktail mixer brand offering a broad range of rimmer, mixer, and garnish products. Comparable as a cocktail mixer category player, though positioned more mainstream than craft and offering finished RTD mixers rather than syrups.
Direct peers
- Q Mixers: Q Mixers produces premium tonic waters and cocktail mixers targeted at the craft cocktail and at-home mixology segments. Directly comparable to Joanna's on premium positioning and target consumer, though Q Mixers operates at meaningfully larger scale with broad retail distribution.
- Top Note Tonics: Top Note is a small-batch craft tonic syrup producer based in the Midwest US, selling direct and through select retailers. Very close comparable on product format (concentrate/syrup), geography (Midwest), and small-company scale.
- Hella Cocktail Co. Hella Cocktail Co. produces premium cocktail mixers including tonics, bitters, and ginger beer for craft cocktail enthusiasts. Comparable on premium positioning, SKU range, and target consumer, though Hella has raised meaningful venture capital and operates at greater scale.
- Jack Rudy Cocktail Co. Jack Rudy is a craft cocktail mixer brand producing tonics, syrups, and bar staples for the same craft cocktail consumer Joanna's targets. Closely aligned on size, premium positioning, product format (syrups/concentrates), and likely channel mix (specialty retail, DTC).
- Small Hand Foods: Small Hand Foods produces handcrafted cocktail syrups, including orgeat and other bar syrups, targeted at professional bartenders and craft cocktail enthusiasts. Very comparable on product format (syrups/concentrates), craft positioning, and target customer base.
Emerging players
- Tait's Mixers: Tait's produces small-batch, craft tonic and ginger mixers with a focus on natural ingredients and culinary-grade flavor. Comparable on craft/small-batch positioning and target consumer; slightly different on product format (finished mixers vs. syrups).
- Bruce Cost Ginger Ale: Bruce Cost produces premium, unfiltered ginger ales and ginger beverages for craft cocktail and foodservice use. Comparable as a craft mixer brand focused on the on-premise and specialty retail channels, with overlapping customer base (bartenders, cocktail enthusiasts).
Market position
Customer concentration
Joanna's social profiles
Digital presenceJoanna's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joanna's leadership team
Management profileNumber of profiles
Joanna's funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joanna's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joanna's
What does Joanna's do?
Joanna's produces and sells handcrafted tonic syrups formulated to elevate the flavor of gin and tonic and other craft cocktails. The company operates as a small-batch beverage producer based in Iowa City, United States, founded in 2018, with 1–10 employees. Its single, focused product line targets cocktail enthusiasts seeking artisanal alternatives to mass-produced commercial tonics.
When was Joanna's founded?
Joanna's was founded in 2018. It employs 1 to 10 people.
Where is Joanna's based?
Joanna's is headquartered in Iowa City, United States, in the North America region.
Who are Joanna's's main competitors?
Broad incumbents on record are Master of Mixes, Fever-Tree and Stirrings Cocktail Mixers. Direct peers are Q Mixers, Top Note Tonics, Hella Cocktail Co., Jack Rudy Cocktail Co. and Small Hand Foods. Emerging players are Tait's Mixers and Bruce Cost Ginger Ale.
Does Joanna's have an API?
No public API is recorded for Joanna's.
What industry is Joanna's in?
Joanna's's product category is Craft Cocktail Mixers. Its primary akta.pro industry code is CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic), with a secondary code of AFAFAGAH, Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases). Its NAICS code is 311930 and its SIC code is 2080.