Making Sparkling Water Great Again.
The company changed its image.
“We are proud to provoke a necessary conversation about the catastrophic damages caused by the plastic beverage industry giants.” Birnbaum, CEO of SodaStream, is capitalizing on a spectacularly successful rebranding of his business.
From declining sales two, three years ago, SoftStream is now enjoying mid-teen growth rates in all its major markets.
Management even claims that SodaStream customers drink more water than non-owners.
The business model is furthermore based on strong recurrent sales.
Once a machine is installed, customers can keep bubbles flowing by swapping their empty cylinder for a full one.
Most people do not have a sparkling water machine on their kitchen counter.
SodaStream Germany will continue to lead the way and is expected to reach a 20% penetration of households.
Kold, an at-home soda machine, never took off.