Theres been a lot of institutional buying. That and Jones Soda will be selling their cans in a lot of major retailers such as Wal-Mart, all Kroger stores, Safeway, a lot of Albertsons stores, etc. They also have an agreement with national beverage to produce some 35 million cans (somewhere in that area). So I think the reason this stock keeps going up is because a lot of people think it will be the next big thing. Especially if they can get their brand into major grocery chains, which will hopefully bring more analyst coverage as well.
If you have ever listened to any of their conference calls, the CEO is very ambitious and has set some pretty clear goals for the company. He's also very excited about his business, which is a huge plus.