History of SodaStream


© History Oasis

The history of SodaStream has been bubbling through the decades, from its inception during the pioneering early 1900s era of the Wright brothers’ first flights, through massive 20th century upheavals like World Wars and the founding of Israel, to present-day partnerships with cola giants and designers amidst rapidly shifting consumer preferences.

Much like the effervescent drinks it produces, the company has experienced dynamic ups and downs, radical reinventions, and occasional controversies, all while bringing fizzy innovation into millions of homes around the globe.

As societies faced massive changes, SodaStream provided a refreshing constant—the delightful tingle of carbonation.


vintage sodastream ad
Source: SodaStream

In the early years of the 20th century, carbonated beverages were growing rapidly in popularity amongst the increasingly discerning palates of England's populace. However, the enjoyment of such effervescent libations was largely confined to public houses or the homes of the upper classes able to afford sophisticated dispensing equipment.

It was against this backdrop in 1903 that inventor Guy Hugh Gilbey glimpsed an opportunity. Drawing upon his family's long experience as distillers and purveyors of fine gin, he patented an apparatus to enable the home carbonation of water. Though rudimentary by modern technological standards, the device represented an important step in democratizing access to fizzy drinks. No longer would they be the sole preserve of the moneyed classes with soda siphons and the like.

Over the ensuing decades, a series of improvements followed - pressurized canisters to hold the gas, flavor concentrates to add taste, increasingly user-friendly equipment. Carbonating soda water at home transitioned from a faint novelty to mainstream pursuit. Numerous brands vied for the public's affection in a rapidly evolving and increasingly sophisticated market.

Today, more than a century later, SodaStream stands proudly as a continuation of Gilbey’s legacy. Where once unwieldy equipment and messy processes prevailed, now sleek appliances and push-button convenience are the norm in households across the globe. The same effervescent enjoyment pioneered by our forebears is easily obtained, the march of progress placing these once exotic carbonated delights within arm's reach. Guy Hugh Gilbey would undoubtedly approve.


Sodastream scarlett johansson ad
Source: SodaStream

Well tickle my tastebuds and call me old bean, looks like the bright sparks at SodaStream have only gone and crafted themselves a catchier slogan than a cockney fruit vendor! "Get Busy With The Fizzy" they're calling it, and my word, it's got more fizzle than a pint of lager on a hot summer's day!

They've popped it on all their adverts, they have, and the British public is lapping it up quicker than a cat at a bowl of cream. It's got a ring to it that's catchier than the common cold, it does. Before you know it, all the trendy birds are walking around wearing SodaStream pin badges, and all the fellas are getting busy fizzing away like nobodies business. Even me dear old mum is getting in on the act, giggling away at the cheekiness of it all.

Well, turned out the slogan was so blankets and pillows popular that SodaStream only went and added it to their official logo in 1979! It was the bees knees I tell you! Oh they caught a bit of flack for it too from some fuddy-duddies, but the kids loved it. Come 1996 though, some suit-and-tie desk jockey decided the good times had to end, and "Get Busy With The Fizzy" got the old heave-ho from the logo. Shame that is, it brought a right smile to me face every time. Ah well, they say all good things must come to an end, but seems to me the fizz went out of SodaStream when they dropped that catchy little slogan!


sodastream glass ad
Source: SodaStream

By the late 1990s, SodaStream found itself rather listless and lacking in vigor, rather like a glass of day-old seltzer water. The brand, once so effervescent and lively, had gone flat. Though it retained a hint of nostalgia for the good old days, it lacked a bold vision to carry it fizzing into the future.

Salvation came from an unexpected source - an Israeli upstart by the name of Soda-Club, founded in 1991 by one Peter Wiseburgh. Having cut his teeth as SodaStream’s exclusive Israeli distributor during its heyday, Wiseburgh glimpsed the latent potential lying dormant in the brand. Thus commenced a corporate courtship which saw the two companies merge in 1998.

The impact was nothing short of rejuvenating! Wiseburgh’s entrepreneurial enthusiasm and commitment to revitalizing the SodaStream name gave the company exactly the jolt of energy it needed. Efforts to expand distribution and improve product engineering regained market share across Europe. Exciting new variants provided more options for consumer customization.

Within just a few years, SodaStream transformed from a name wallowing in erstwhile nostalgia into a truly modern, disruptive force. The fruits of Wiseburgh’s vision propelled SodaStream back to global prominence as the new millennium dawned. By finding inspiration in the past but resolutely fixing sights on the horizon, Soda-Club helped catalyze a spectacular revival - proof that sometimes the fizziest ideas come from unexpected partnerships!


sodastream controversial ad
Source: SodaStream

Well butter my biscuits, dahling, have you heard the latest on that Simply Dah-vine SodaStream company? They've gone and made a right kerfuffle with their advertisements! I tell you, my dear, it's been the talk of the town all season!

So they created this cheeky little television spot, y'see, where they show their machine making bubbles and such, and all these glass soda bottles start exploding! Well! You'd think they lit Big Ben on fire from the way people carried on. All those bottling companies got in a right huff, they did. Started blustering about smear campaigns and denigration and whatnot.

Next thing you know, those ever-so-serious regulator chaps in the UK have banned the advertisement entirely! No if's, and's or but's about it, gone in a jiffy. The nerve of it all! Of course that's England for you, dahling - no sense of humor anymore, such a bore.

But get this! Across the pond and elsewhere the ad kept running in all its effervescent, bottle-popping glory! So it seems SodaStream got themselves in hot water and caught fire all at once! I swear, some countries just refuse to bubble over. More champagne, dahling? This gossip does make one simply parched! Tah-tah!


sodastream xmas ad
Source: SodaStream

Well tickle my balance sheets and call me Bernie, looks like we got ourselves a real high flyer in SodaStream! This scrappy little soda startup out of Israel just pulled off one of the hottest IPOs Wall Street has seen in years. We offered shares to the public mid 2010 - just a measly $20 bucks a pop. Small potatoes, right? Wrong!

Investors jumped at the chance to own a piece of the company, and SodaStream rocketed up to a $367 million valuation at the closing bell. A nice little payday you say? Kid, we were just getting started! Turns out everyone and their grandmother wanted in on the next big thing in home carbonation. Inside a year, shares were trading at $75 each and market cap hit over $1.5 billion! Talk about money that fizzes baby!

We gave the big boys like Coke and Pepsi a real shiner! 4 times growth out of the gate, and we ain't slowing down anytime soon by the look of things. All those Wall Street stuffed shirts who turned their noses up at us during the IPO came crawling on back for a slice of the action. And did we give 'em one? NO SIR! No room for barnacles on this rocket, baby! SodaStream is still the hottest ticker on the Street. Grab yourself a can of soda, sit back, and watch us fly! Carbonation for the nation!


high end sodastream end
Source: SodaStream

Darlings, let me simply rave to you about SodaStream's divine collaboration with avant-garde designer Yves Béhar! Why, when I first laid eyes on his "Source" collection I very nearly spilled my sauvignon blanc in astonishment! Such sleek lines, the sublime symmetry of form and function in blissful union - I was thoroughly enchanted!

Where SodaStream’s appliances had foregone aesthetics for utilitarian sensibilities in the past, this was a revolution in bringing carbonated glamour to the modern kitchen! Béhar lent his prodigious talents to imbuing utilitarian necessity with the thrill of high design. His vision married crisp minimalism and user-centric sensibilities most empathetically.

The resulting suite of soda-crafting appliances was a refreshingly effervescent addition to SodaStream’s portfolio - proof that high technology need not neglect high art in pursuit of disrupting the status quo. Form and function need not be discrete domains in our quest for sparkling innovation. Why should the alchemy of carbonation not equally delight the eye through sleek lines as it does the palate with lively bubbles?

SodaStream’s partnership with the incomparable Yves Béhar demonstrated that style and substance need not be mutually exclusive domains in reinventing the familiar. Even humble soda water can be made glamorous when presented with a progressive flair and aesthetic panache worthy of the 21st century. Salmon pink couture all around, darlings!


Pepsi spanish ad
Source: PepsiCo

Breaking news in the beverage world today as soda giant PepsiCo has announced the acquisition of home carbonation upstart SodaStream for a whopping $3.2 billion. The deal, announced officially on August 20th, 2018, marks a major move by PepsiCo to push into the high-growth home carbonation segment.

SodaStream has made a real splash in recent years with its stylish home soda machines that allow consumers to add fizz and flavor to their own water. But teaming up with a beverage behemoth like Pepsi uncaps even greater potential distribution and reach for the Israeli-based firm.

Pepsi, meanwhile, continues its pivot towards healthier and more sustainable options amid changing consumer tastes. The company cited SodaStream's environmental benefits and better-for-you offerings in driving the biggest buyout ever of an Israeli consumer goods firm.

The two organizations seem primed to shake up the industry together following the blockbuster August 20th, 2018 deal. Pepsi brings unmatched marketing muscle and supply chain infrastructure, while SodaStream offers that on-trend innovation moxie around custom carbonation.

While financial details weren't fully disclosed, the $3.2 billion price tag proves Pepsi is plenty thirsty for what SodaStream is pouring. Expect the strategic pairing of these two soda titans to make even more waves in the years ahead. One thing’s for sure, the big boys are taking notice of the bubble troublemakers! Stay tuned as this fizzy partnership continues to unfold!


sodastream ad
Source: SodaStream

This just in - SodaStream is in hot water and facing some serious backlash over their primary manufacturing plant location. Turns out the facility was stationed smack dab in the middle of Mishor Adumim - an industrial park situated in the controversial West Bank territory.

Activists and protestors weren't exactly raising their glasses when word got out in 2014. Groups supporting an independent Palestinian state called for boycotts of SodaStream citing violation of international law. The company tried riding out the storm at first, but the activists kept the pressure bubbles building.

Even celebrity brand ambassador Scarlett Johansson got dragged into the mess when she refused to abandon her endorsement deal on moral grounds. Didn't take long for the politics to go flat though when it started hurting business bottom lines. By October 2015, SodaStream was shutting off the tap and bidding the West Bank plant adieu.

Nowadays the company tries to keep things strictly fizzy, moving operations out to Lehavim within the Israeli border. But for awhile there, SodaStream found the Source of their troubles rooted deeply in geo-political tensions they'd apparently rather leave unstirred. Still, sparkling water sales seem to be flowing fine even after the controversial plant closure back in 2015 left a bad taste for many. Here's to fresher bubblier stories ahead for SodaStream!