Sodastream—An Effervescent Evolution

Today, we’re proud to present our favorite bubbly beverage maker on Fab. Kate Canary delves into Sodastream’s history.

image

As a discerning consumer, you may see SodaStream as the next “go green” machine; another alluring, eco-chic innovation in a world overrun with them. You’re a skeptic—and frankly, we don’t blame you.

So what’s the buzz about? It’s a cool concept: a do-it-yourself soda maker that forces CO2 into tap water, creating carbonation at your fingertips. Still, it’s hard to sway a society that’s been buying bottled fizzy refreshments since childhood.

SodaStream is no newbie to the bubble business. In the 1970s and ’80s, the appliance was the ultimate status symbol—a domestic trophy, right alongside cable television. The jingle “Get busy with the fizzy” was a household phrase in the U.K., suggesting a contagious sense of levity triggered by one tingling taste. (Just imagine if they spiked it.) The slogan made a nostalgic return to campaigns in 2010.

 

image

 

But there’s more to this story than a revived retro craze. When Guy Gilbey of the London gin distillers conceived the first apparatus in 1903, it was an innovation in aeration. Initially an upper class luxury, it rocketed into widespread commercial use in the 1920s with the introduction of flavor concentrates, and entered homes in 1955.

Over the decades, the brand’s reputation has run the gamut from obscurity to obsession. So what’s behind SodaStream’s most recent renaissance? In America alone, around 130 billion bottles and cans are tossed into landfills each year. The good news for carbonation cravers is that one cylinder of SodaStream gas makes 60 liters of soda, saving about 170 cans from that wasteful fate. (That’s some busy fizzy.)

image

Embracing this fresh sense of purpose, SodaStream collaborated with designer and sustainability advocate Yves Béhar in 2012. Béhar’s Source Soda Maker is the most eco-savvy design yet, saving about 550 bottles annually and powered by hand. Its appearance is as immaculate as its carbon footprint (or lack thereof).

image

We don’t see SodaStream falling flat any time soon—especially if it continues to put out explosive (pun intended) television ads like this one, which was was banned in the U.K. last year for poking a little too much fun at the bottled soda industry.

But changing the world is a risky business, and anything but easy. Sometimes it takes 100 years…you know, give or take.

-Kate Canary

Notes

  1. emptypropaganda reblogged this from fab
  2. fab posted this