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
"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
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.
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
Melanie Kreiter, SS|PR, +1-847-415-9320, firstname.lastname@example.org
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