SodaStream CEO Takes Message of Revolutionizing the Beverage Industry to Media's Big League

SodaStream CEO Takes Message of Revolutionizing the Beverage Industry to 
Media's Big League 
In WSJ Remarks, CEO of Soda-Making System Shakes Up Soda Giants Contributing 
to Throwaway Culture and Environmental Damage 
WINNIPEG, Manitoba, Nov. 20, 2012 /CNW/ - In remarks published this week in 
The Wall Street Journal, SodaStream CEO Daniel Birnbaum called out soft drink 
giants for hewing to a business model that compounds environmental damage and 
waste, and made a forceful case for alternative in-home carbonation systems. 
SodaStream markets beverage carbonation systems that make fizzy soft drinks 
and sparkling beverages directly from tap water. The company's soda making 
machines, carbonating bottles and recyclable cylinders comprise a 
do-it-yourself alternative system for making soda without adding to the global 
proliferation of throwaway plastic bottles and cans. 
Appearing in the November 13(th) edition of The Wall Street Journal, 
SodaStream CEO Daniel Birnbaum faulted the biggest players in the 
multi-billion-dollar global carbonated drinks market, Coca-Cola and Pepsi, for 
running a 21(st)-century enterprise on the unwieldy legs of an "antiquated 
business model." 
"They are generating 35 million bottles and cans every single day in the U.K. 
alone. World-wide it is one billion bottles and cans, most of which just go to 
trash, landfill, the oceans or parks. It's insane," Birnbaum was quoted as 
saying. 
Birnbaum said SodaStream products are available in 44 countries, up from 13 
since he joined the company in 2007. The former CEO of sports giant Nike 
expects the company to achieve revenue of $400 million this fiscal year. 
His remarks also appeared in the Journal's Europe edition on November 14. 
About SodaStream 
SodaStream manufactures beverage carbonation systems, which enable consumers 
to easily transform ordinary tap water instantly into carbonated soft drinks 
and sparkling water. Soda makers offer a highly differentiated and innovative 
solution to consumers of bottled and canned carbonated soft drinks and 
sparkling water. The Company's products are environmentally friendly, cost 
effective, promote health and wellness, and are customizable and fun to use. 
In addition, its products offer convenience by eliminating the need to carry 
bottles home from the supermarket, to store bottles at home or to regularly 
dispose of empty bottles. SodaStream products are available at more than 
60,000 retail stores in 45 countries. For more information, visit 
www.sodastream.com. 
Melanie Kreiter, SS|PR, +1-847-415-9320, mkreiter@sspr.com 
http://www.sodastream.com 
SOURCE: SodaStream 
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CO: SodaStream
ST: Manitoba
NI: FBR FOD RET  
-0- Nov/20/2012 16:05 GMT