Your Drink. Your Way.™
One can.
Every flavor.
Chosen when you drink.
The Puck™ is a patent-pending, recyclable lid that snaps onto any standard aluminum can. Slide to activate, and a sealed, pre-measured capsule flavors the drink in hand — turning one base can into an entire menu.
No new packaging. No appliance.
No behavior change.
Every prior attempt at in-can personalization required new hardware. The Puck demands nothing but a twist of the wrist.
Pick your puck
Choose a flavor at the shelf — a rack of pucks sits beside the base cans you already love.
Snap it on
The Puck attaches to any standard aluminum can. No proprietary bottle, no $300 appliance.
Slide to activate
A sealed, pre-measured capsule mixes instantly into the drink — then you sip right through the built-in spout.
Mixes on contact — no shaking required. And The Puck becomes the closure: sip through the spout, reseal, even carry it upside down. Prefer to shake up a non-carbonated drink? It's sealed for that too.
All the upside. None of the disruption.
Nothing new to buy
No proprietary bottle, no appliance, no behavior change. The consumer picks a puck at the shelf and drinks the can they already love.
Nothing new to build
Partners' can lines, filling, and distribution stay exactly as they are. The Puck rides on top of infrastructure that already exists.
Less shelf, more choice
One base can plus a rack of pucks replaces eight slow-moving SKUs — more choice from the same footprint.
Consumers reward personalization. Retailers punish complexity.
Flavor platforms are proven — Cirkul built a $1B+ platform Coca-Cola bought into — but every prior attempt at in-can personalization required new hardware.
The Puck sits at the intersection: more variety for consumers, fewer SKUs for retailers, and faster, lower-risk innovation for beverage companies — without rebuilding their operating model.
And the addressable market is every canned beverage in America — soda, beer, energy, sparkling water, cocktails. If it comes in a can, The Puck fits it.
The total addressable market: every can in America.
Aluminum beverage cans produced in the U.S. every year — and The Puck snaps onto a standard can.
That's roughly one can per American, every single day.
Beachhead momentum: growth in spirits-based canned cocktails, latest 52 weeks (Nielsen, Total US xAOC, w/e 6/27/26).
One shelf. An entire menu.
Today, twelve flavors at two facings each fill an entire retail bay. The Puck's low profile lets the same bay hold an extra shelf — one base can plus 32 flavors in the identical footprint, with room to spare.
Tidal Drop — a concept partner brand built on the Puck platform. The brand is already on the puck: pre-printed with a partner's logo, colors, and formulation.
A platform, not a beverage brand.
JONA sells the infrastructure — pucks and filling automation — that lets any beverage brand offer consumer-chosen variety from a single base product.
- B2B revenue model: puck supply plus recurring automation licensing.
- Asset-light: U.S. contract manufacturing with company-owned tooling.
- Zero line changes: no change to how partners brew, fill, or ship.
Where we are today.
Not a rendering — real footage of a working prototype, molded on company-owned tooling.
The prototype works.
First production parts have been molded and the attach-and-activate mechanism is confirmed. The next step is commercial pilots with the right partners.
The people behind The Puck.
J. Mitchell Shackle
Founder, President & CEO
Thirteen years in beverage sales and national accounts — with the distributor, retailer, and category relationships to match. JONA was founded on a simple observation: consumers want more variety and personalization, while brands and retailers are constrained by the cost and complexity of multiplying SKUs. The Puck resolves that tension.
Don Surber
Strategic Advisor · Licensing & Commercialization
Four decades of turning engineered components into licensed platforms. Don led the 1982 management buyout of Accurate Threaded Fasteners and built ATF into a specialty manufacturer that became the world's largest licensee of EJOT's DELTA PT® — the same licensing model JONA's business is built on. Twice chairman of the Industrial Fasteners Institute, he advises on licensing structure, commercial terms, and manufacturing discipline.
John Burton
Engineering Partner · Burton Technologies, LLC
John founded his product design business, Burton Technologies, LLC, in 1994. He has since received multiple U.S. and foreign patents, and brings over 40 years of mechanical engineering and product design experience into the design of The Puck.
Scott Montgomery
Advisor · Category Management & Retail Strategy
The retail lens. A certified category manager who came up through market analysis, Scott has sold beverage both on-premise and off, and specializes in the discipline that decides a product's fate at retail: placement. He knows how a set gets built, what earns a facing, and what a chain will and won't say yes to — and advises JONA on category positioning, channel strategy, and pricing logic.
Let's talk.
Beverage brand, co-packer, retailer, or investor — if consumer-chosen variety belongs in your lineup, we'd like to hear from you.
Full business plan, financial model, and technical appendices available in a direct conversation.