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 13th 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 21st-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.

SOURCE: SodaStream

For further information:

Melanie Kreiter, SS|PR, +1-847-415-9320, mkreiter@sspr.com

http://www.sodastream.com