Jones Soda Is Positioned as the Anti-Coke

Jones Soda is positioned as the anti-Coke.In the early years,few mainstream retailers sold Jones Soda.Fans had to get their Jones fix in surf shops,tattoo parlors,and bookstores,adding to the brand's mystique.Jones Soda used its _____ to create a competitive advantage.

A) channel ascendancy
B) distribution channel
C) channel conflict
D) channel focus
E) vertical integration