Either they are anxious to get the good news out early or hoping to get any bad news past them. The scanty volume and drop under the short term MA is either a foretelling of disappointment or an attempt to steal shares before any good news is released. $$$$$$$$$$$$$$$$$ any more infantile commentary.
it is neither. they have to announce earnings and no one is stealing shares. the drop in volume and price reflects that the company has little support or enthusiasm, especially when the S&P is near record highs. pop soda is a dying business as witnessed by coke and pepsi earnings. the selling is due to fear that like coke and pepsi, jones is facing consumer resistance, margin pressure, etc... seriously, who thinks some great news is coming out in the cc that was not worthy of a news release. their big news for the last three months was they redecorated the lobby with photos.
they will lose a little money, they will increase shelf purchases, they will say the turn-around is in place, they will drop some names of the same retailers they have dropped for a decade. they will talk about - get this - how the marketing theme for 2014 is "art", but then tell us they are going to market fufuberry soda which is really big with the crowds of art aficiondos.
my big hope is the the price of artificial preservatives is lower, so margins can improve.