SodaStream: The Bubbles that Became a Worldwide Brand
Product: Carbonated Beverage Bar Company: SodaStream Start of Development: 1978 (in Israel)
The bubbly revolution began far from Israel: the first soda water maker was invented in England in 1903 and with it the SodaStream was founded. The soda water maker and the company only arrived in Israel in 1978 but has become one of the most successful companies in the world based in Israel.
The first soda water makers were marketed to the European high society. Today, more than 8 million families around the world use it to enjoy sparkling water and flavored soda beverages. The current success can, among others, be credited to the process of rebranding and re-imaging that the company has undertaken during the last decade, under the management of CEO, Daniel Birnbaum.
After rethinking the benefits of the product, it was decided to portray the soda water maker as the best decision for the environment conscious consumer.
The soda water makers have become more sophisticated and design oriented, while being introduced as the easy, healthy, eco-friendly and economical choice to consume sparkling water and flavored soda beverages.
According to company data, for an average Israeli family, the use of only one reusable SodaStream bottle for 3 years replaces no less than 3833 plastic bottles and cans. In 2017, the company won The Business Intelligence Group Sustainability Award for its soda water makers that were proven to assist in reducing a person’s ecological footprint.
SodaStream’s products, manufactured in the company factory in Israel, are sold in 80 thousand stores in 46 countries. The factory is located in the Negev and employs nearly 2000 workers. Since 2017, the products bear the Israeli flag and the words “This product is produced by Jews and Arabs working side-by-side in peace and harmony”.
SodaStream’s shares are traded on the Tel Aviv and Wall Street stock exchanges and by the end of 2017 the company’s value had soared to 1.4 billion dollars. During the same year, SodaStream’s revenues stood at approximately 538 million dollars.
