A few weeks ago, my esteemed colleague Bobert sent me a newspaper clipping with a SodaStream advertisement from 1926 (see photo on the left), which made me think about the origins of SodaStream. I knew the product went back further than my first look at the brand in the 1980s, but I realised that I knew little about the history of Sodastream and that it was time to put on my best investigative deer hat, take out a stenographer’s book and pen for old reporters and write some hard reports on the origins of the big soft drink company. So here’s my description of the SodaStream story:
When mankind bathes in natural spring water, its virtues are praised, and since some of the mineral water in nature is carbonated, it is safe to assume that man drinks carbonated water at the dawn of time. When we think of the Egyptians guarding their monuments and beating their slaves to build huge stone monuments, we have to see how they quench their thirst with a glass of sparkling water flavoured with honey, lemon or rose water. Where one dreams of a return to Cleopatra, overlooking the Romans and swimming in the milk, one must imagine she did it, comforted by a glass of pop music. We do not know much about these beverages, but we do know that until the relatively modern age it was customary to offer spirits such as beer or other alcoholic beverages to ensure that the water was drinkable and that water aromas had existed since antiquity, both to avoid unfair awakening and to increase interest.
Invention of carbonation
The amazing chemist, inventor and friend of Benjamin Franklin, Joseph Priestly (1733-1804), has spent his entire life researching gases, and is credited with the discovery of oxygen (although he described the gas as a rather cumbersome name for the defloglobin in the air), as well as hydrochloric acid, nitrous oxide, carbon monoxide and sulphur dioxide. In 1767, undoubtedly exhausted by his attempts to discover everything, Joseph made the first glass of sparkling water by hanging a bowl of water over a keg of beer in a local brewery in Leeds, England. The resulting soft drinks allowed him to concentrate on various experiments with electricity and carbon dioxide in the coming years before he realised in 1772 that it was time to publish his results in the book Fixed-Air Water Impregnation, but he never exploited the commercial potential of carbonated water production because at the time he (wrongly) believed that the best use of his product was to prevent scurvy on warships.
Conversion to parts
At the end of the 18th century, J.J. Schweppe developed the carbonated water process with the discovery of Priestly, founded the company Schweppes in 1783 and began commercial sales of soft drinks. The carbon dioxide fountain became a viable technology in 1832 when John Matthews invented the carbon dioxide fountain machine, which was mass-produced for sale to carbon dioxide fountain owners. Since carbonated water and mineral water in general have always been seen as a health product, it was only natural that this technology was mainly used by chemists who started offering soft drinks, often opening drink counters and seats as a by-product of their business. In 1886, Coca-Cola, Dr. Pepper and Moxie (a lost brand of herbal gentians) was introduced, and although these flavors are still offered as syrups in combination with sparkling water (which is still the case today), they also announced the arrival of premixed drinks, first in bottles (after the invention of the crown cap in 1892 and glass blowing machines in 1899) and then in cans, which were a departure from the philosophy of mixing your SodaStream drinks.
SodaStream finds its origin in primitive flutes
SodaStream was founded in 1903 as a subsidiary of London-based denim maker W & A Gilbey Ltd., after Guy Gilbey had developed the forerunner of the future liquid aerator. Sold to the highest levels of society, including the royal family, the car butlers allow them to produce sparkling water for their employers and visitors. A fairly large version that uses a 28-pound gas bottle, each producing 1/2 pint of sparkling water. SodaStream also launches a version called Monster Machine, which shops can use to make sparkling mineral water for their customers. In the 1920s, SodaStream produced its first flavour concentrates mixed with sparkling water, initially available in liquid and powder form, with great flavours such as cherry sideret and sarsaparilla. At the end of the decade, the British royal family began to love soda ash. After receiving two cars in 1928, the Prince of Wales issued a Royal Warrant to the company and the model became known as the Prince of Wales Machine. The fleet of the Royal Yacht Britannia comes on board (forgive the pun), uses a wide range of machines and equips the Royal Yacht Britannia with lots of equipment and a huge stock of syrups. The Prince of Wales is planning to launch a blog on SodaStream before he realizes that the Internet hasn’t been invented yet.
In the 1950s, at a time when consumerism and gadgets were resonating in our current obsession, the SodaStream Popular Outfit, a device designed for use in the average household, was introduced. This is the first device similar to the modern version that uses an 8-ounce cylinder and a much heavier 4-pound gas cylinder. Fourteen flavours are available, including 2 dietetic versions without sweetener. SodaStream is widely available in many shops and bars, and the second option can be found in the homes of hardworking Joes throughout the country. After a few years in Gilbey, Reckitt & Coleman bought SodaStream in 1971, moved to Peterborough and wrongly focused on the development of a craft brewery. This period is called the dark period or flat period.
Departure to modern times
In 1973 a group of entrepreneurs, including East Anglia TV, decided that the time was ripe for SodaStream to become a great success. They develop a new modern look and cheaper products, a model home for the mass market, and negotiate a marketing agreement with local appliance manufacturer Kenwood. SodaStream trucks begin to carry the distinctive SodaStream logo, which illuminates the dark side of the highway. A number of new beverage manufacturers emerged, which determined the design style until 1995. In 1979 SodaStream commissioned the first television commercial, in which all the money was spent on the legendary magician/television actor Tommy Cooper. Tommy hides at the table, appears like a madman and walks around with immortal sons like this! The attention of the public is drawn and sales increase by 50%.
Salad days (beware of soft drinks)
The 80’s are coming and with the possibility to produce its own range of soft drinks, it fits perfectly into the decadent and nihilistic approach of a generation fighting the new romance: Ronald Reagan and Margaret Thatcher. A brilliant advertising manager returning from the A-ha concert invented the slogan Get Fizzy, a fascinating customer demand that led to massive sales of SodaStream. In 1980, this author was born who devoted his entire life to soft drinks, but his eyes shine. SodaStream’s headquarters, the Dream Factory, challenges its executives to develop new products that will lead to the legendary, little-known device: Mr. Froty Milkshake Machine, receives unprecedented pre-orders of 3,500 units. In 1983, British Prime Minister Margaret Thatcher organised a reception at 10 Downing Street for successful companies, including SodaStream (there is no documentation on the flavours consumed at this event).
We have arrived at.
The growing success of Sodastream did not go unnoticed and in 1985 Cadbury Schweppes offered a healthy supply of Sodastream. The resources of this Moloch help position the brand to compete in the highly competitive soft drink market. Exports to the world are increasing. More importantly, the link with Schweppes enables SodaStream to offer characteristic fragrances such as Tizer, Fanta, Sunkist and Irn-Bru. At the end of the 1980s, turnover was £15 million, £12 million of which came from the United Kingdom. At SodaStream’s 1989 Christmas party Andrew Ridgley of Wham and Samantha Fox, the legendary tabloid pin-up girl, jumped out of a cake.
In the mid-nineties of the last century consumers got tired of the novelty of making their own drinks. Cadbury Schweppes is struggling to position the SodaStream brand among other soft drinks and advertising spending is falling. British supermarkets are starting to produce their own brands of colas and soft drinks at ridiculously low prices and it is becoming increasingly difficult to collect syrups or soft drink bottles. In 1997 Cadbury Schweppes sold SodaStream after a management buy-out. In 1998 a new Skelter spiral bottle was introduced at the shelter, but the excitement of this spiral bottle cannot be compared to previous efforts, and SodaStream spends some time in the wild.
New heap (there is still gas in the tank)
In the background, the soda club founded in Israel is slowly evolving under the careful guidance of Peter Viseburg (Sodastream distributor in Israel since 1978) and is developing its own carbonate systems. In 1998, they were able to acquire the lowest value of soda ash and thus gain legitimacy as a serious competitor in the beverage market, making them the largest domestic producer of soda ash in the world. In 2000, SodaStream gradually relaunched and expanded its activities in the United States and Belgium, an unattractive European country. Production was relocated to Germany and Israel, and diversified products such as the Kwencher Fire CO2 extinguisher range contribute to the company’s growth.
Modern Times (bubbly)
In 2007, the capital injection from the Fortissimo Capital Fund, following the acquisition of a majority stake in Soda-Club, enabled the development of new and more popular models of Pure (available in different colours) and Penguin (highly desirable). SodaStream confidently starts to promote its environmental activities and resumes its activities in France, the Baltic States, Italy and Hungary in 2008. SodaStream enters and benefits from the NASDAQ fair. In 2010 the advertising director is breaking his ass about a slogan to compete with Tommy Cooper: If it’s not broken, why fix it? A Google study reports that the new SodaStream range of vending machines brings back a generation of new customers, largely based on nostalgia for the 1980s, but that consumers are afraid to lose the slogan they knew and loved. SodaStream is investing £3 million in a marketing campaign that will bring back the immortal Get in Fizzy slogan. The number of buyers is decreasing, supermarkets are starting to stock up and people are starting to buy sodas seriously again. In 2011, SodaStream will be available in more than 45,000 outlets worldwide (41 countries), but it is also important that it is supported by access to products on websites so that everyone can buy SodaStream, even if they do not have the product in their own city.
What’s wrong with SodaStream?
SodaStream continues to develop new flavors and products, with an emphasis on elegant new machines such as the Beverage Industry Revolution and Source. In 2011, they dealt with disputes over the fact that settled factories in the West Bank had given rise to some protests. Even at Christmas 2012 there was an increase in soda ash as UK advertising networks refused to broadcast their latest TV commercials arguing that they were unduly polluting bottled beverage markets. In other words, the advertising suggests that SodaStream can save money by using 1000 bottles per year, which is considered too open an attack on large beverage companies such as TCCC. SodaStream says there’s an important point regarding waste and sustainability… … And, of course, they want to sell drinks to the manufacturers. This debate will undoubtedly continue over the coming year. Will 2013 be the year in which SodaStream will be able to increase its market share or will consumers tire of the novelty of homemade drinks? Will SodaStream go into space in 2013? Will there be flying bottles and bubbling tap water all year round?
Time will tell, but… you know, all that typing is a workaholic. I ate a can of coke when I wrote this article, and now I’m going to pour you a glass of SodaStream Ginger Ale, so I’ll leave you alone: Isn’t there a place in this big world for all drinks – industrial or private, carbonated or not? Don’t we all get along or are we just condemned to repeat the boiling explosions of the past?
If you are here, start your SodaStream adventure by bringing the beverage company here.
sodastream models,sodastream me
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