Diageo (NYSE:DEO) and Jones Soda Co. ( USA ) (OTCMKTS:JSDA) are both consumer staples companies, but which is the superior business? We will contrast the two companies based on the strength of their earnings, risk, analyst recommendations, dividends, institutional ownership, valuation and profitability.


Diageo pays an annual dividend of $4.18 per share and has a dividend yield of 3.0%. Jones Soda Co. ( USA ) does not pay a dividend. Diageo pays out 65.8% of its earnings in the form of a dividend. Diageo has increased its dividend for 7 consecutive years.

Volatility & Risk

Diageo has a beta of 0.56, indicating that its share price is 44% less volatile than the S&P 500. Comparatively, Jones Soda Co. ( USA ) has a beta of 1.49, indicating that its share price is 49% more volatile than the S&P 500.

Analyst Ratings

This is a breakdown of recent recommendations for Diageo and Jones Soda Co. ( USA ), as reported by MarketBeat.

Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Diageo 1 3 5 0 2.44
Jones Soda Co. ( USA ) 0 0 0 0 N/A

Diageo currently has a consensus target price of $161.67, indicating a potential upside of 14.61%. Given Diageo’s higher possible upside, equities analysts plainly believe Diageo is more favorable than Jones Soda Co. ( USA ).


This table compares Diageo and Jones Soda Co. ( USA )’s net margins, return on equity and return on assets.

Net Margins Return on Equity Return on Assets
Diageo N/A N/A N/A
Jones Soda Co. ( USA ) -16.59% -339.92% -42.47%

Institutional and Insider Ownership

11.4% of Diageo shares are held by institutional investors. Comparatively, 0.2% of Jones Soda Co. ( USA ) shares are held by institutional investors. 12.4% of Jones Soda Co. ( USA ) shares are held by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a stock is poised for long-term growth.

Earnings & Valuation

This table compares Diageo and Jones Soda Co. ( USA )’s top-line revenue, earnings per share and valuation.

Gross Revenue Price/Sales Ratio Net Income Earnings Per Share Price/Earnings Ratio
Diageo $24.83 billion 3.46 $4.07 billion $6.35 22.21
Jones Soda Co. ( USA ) $13.35 million 0.84 -$1.27 million N/A N/A

Diageo has higher revenue and earnings than Jones Soda Co. ( USA ).


Diageo beats Jones Soda Co. ( USA ) on 11 of the 14 factors compared between the two stocks.

About Diageo

Diageo plc, together with its subsidiaries, produces, markets, and sells alcoholic beverages worldwide. The company offers a collection of brands across spirits, beer, cider, and wine categories. Its brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Bundaberg, McDowell's No. 1, Black & White, Shui Jing Fang, Grand Old Parr, Ypióca, Lagavulin, Cîroc, Bulleit Bourbon, Ron Zacapa Centenario XO, The Singleton of Glen Ord, Casamigos, Talisker, Tanqueray, and Guinness. The company also provides adult beverages and non-alcoholic products. Diageo plc was founded in 1886 and is headquartered in London, the United Kingdom.

About Jones Soda Co. ( USA )

Jones Soda Co., together with its subsidiaries, develops, produces, markets, and distributes beverages in the United States, Canada, and internationally. It provides Jones Soda, a premium carbonated soft drink; Lemoncocco, a premium non-carbonated beverage; and co-brand and private label products. It also offers fountain products, including cane sugar cola and sugar free cola, as well as cane sugar sweetened ginger ale, orange and cream, root beer, and lemon lime. The company sells its products primarily in grocery stores, convenience and gas stores, restaurants, delicatessens, and sandwich shops, as well as through national accounts with various retailers. It also sells various products online, including soda with customized labels, wearables, candy, and other items, as well as licenses its trademarks for use on products sold by other manufacturers. The company sells and distributes its products through a network of independent distributors, as well as directly to its national and regional retail accounts. Jones Soda Co. was founded in 1986 and is based in Seattle, Washington.

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