Track the companies that matter to you. It's FREE! Click one of these fan favorites to get started: Apple; Google; Ford.



SodaStream? Aisle Four!

Don't let it get away!

Keep track of the stocks that matter to you.

Help yourself with the Fool's FREE and easy new watchlist service today.

SodaStream (Nasdaq: SODA  ) knows where it has to go to achieve mainstream success.

Finally rolling out its home-based soda makers, carbonators, and flavored syrups in Wal-Mart (NYSE: WMT  ) last month was a major step toward reaching the masses, but true ubiquity won't be achieved until there are SodaStream syrup bottles stocked at your local grocery store.

SodaStream's got a plan, and it doesn't want to rush the evolution.

CEO Daniel Birnbaum told Bloomberg this week that his company's plan is to start testing supermarket and drugstore distribution next year, but the real rollout won't happen until 2014.

Birnbaum wants to wait until there is "enough velocity to justify the shelf space," which basically means that the soda system has to penetrate the market deeply enough to the point where the inventory of the SodaStream consumables is turning over quickly at the store level. It's all about hitting a point where it's cost-effective for both SodaStream and the grocer.

This would be a huge step for the company. Folks hit grocery stores on seemingly a weekly basis. The same can't be said for the department stores, office supply chains, and home goods retailers that currently carry SodaStream's wares.

Visibility also translates into validation. Green Mountain Coffee Roasters' (Nasdaq: GMCR  ) Keurig K-Cups are common sightings at grocery stores these days, but they were limited to the same houseware retailers and office supply stores that are SodaStream retail partners today.

One can argue that SodaStream is already nearly there. Wal-Mart and Target (NYSE: TGT  ) stock SodaStream products, and both discount department store chains have spent the past few years ramping up their grocery selections.

However, it's not just supermarkets and pharmacies that are on SodaStream's to do list.

Birnbaum tells Bloomberg that SodaStream plans to enter Greece and India next year.

It doesn't seem to matter that Greece is ground zero for Europe's austerity crisis or that India's rupee has gotten hammered. SodaStream wants the world -- and it's willing to wait for it.

Drink up
SodaStream is one of the many dynamic recommendations made to Rule Breakers subscribers over the years, but this is now a great time to discover the next Rule-Breaking multibagger that the newsletter has unearthed. It's a free report. Want it? Get it.

Longtime Fool contributor Rick Munarriz calls them as he sees them. He does not own shares in any of the stocks in this story, except for Green Mountain. Rick is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early.

The Motley Fool owns shares of SodaStream International. Motley Fool newsletter services have recommended buying shares of Green Mountain Coffee Roasters and SodaStream International; creating a lurking gator position in Green Mountain Coffee Roasters; and creating a diagonal call position in Wal-Mart Stores. The Motley Fool has a disclosure policy. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. Try any of our Foolish newsletter services free for 30 days.

Read/Post Comments (0) | Recommend This Article (1)

Comments from our Foolish Readers

Help us keep this a respectfully Foolish area! This is a place for our readers to discuss, debate, and learn more about the Foolish investing topic you read about above. Help us keep it clean and safe. If you believe a comment is abusive or otherwise violates our Fool's Rules, please report it via the Report this Comment Report this Comment icon found on every comment.

Be the first one to comment on this article.

Compare Brokers

Fool Disclosure

Sponsored Links

Leaked: Apple's Next Smart Device
(Warning, it may shock you)
The secret is out... experts are predicting 458 million of these types of devices will be sold per year. 1 hyper-growth company stands to rake in maximum profit - and it's NOT Apple. Show me Apple's new smart gizmo!

DocumentId: 1925797, ~/Articles/ArticleHandler.aspx, 10/26/2016 5:18:25 PM

Report This Comment

Use this area to report a comment that you believe is in violation of the community guidelines. Our team will review the entry and take any appropriate action.

Sending report...

Today's Market

updated Moments ago Sponsored by:
DOW 18,199.33 30.06 0.17%
S&P 500 2,139.43 -3.73 -0.17%
NASD 5,250.27 -33.13 -0.63%

Create My Watchlist

Go to My Watchlist

You don't seem to be following any stocks yet!

Better investing starts with a watchlist. Now you can create a personalized watchlist and get immediate access to the personalized information you need to make successful investing decisions.

Data delayed up to 5 minutes

Related Tickers

12/31/1969 7:00 PM
GMCR.DL $0.00 Down +0.00 +0.00%
Keurig Green Mount… CAPS Rating: **
SODA $25.16 Up +0.16 +0.64%
SodaStream CAPS Rating: **
TGT $68.59 Up +0.64 +0.94%
Target CAPS Rating: ***
WMT $69.59 Up +0.23 +0.33%
Wal-Mart Stores CAPS Rating: ***