When a creative entrepreneur, constantly inventing his own sparkling drink concoctions, tapped into a professional mixologist, who loved herbs, spices and unique blends, a surprising new brand was born. Over 100 recipes, all from scratch, with natural ingredients were tested. The resulting opinion from consumers was, without exception, "love." The joy of these creations is succintly expressed in the name, Joia. Utility was part of the founding team, naming the product land helping formulate the distinctive vibe of the brand.