Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.

What: Shares of soda-machine maker SodaStream (Nasdaq: SODA) rose more than 18% in intraday trading today on heavier than average volume.

So what: Wall Street firm Oppenheimer & Co. put out a bullish note on SodaStream today, saying that it appears the company had a "successful holiday season" and that overall the launch of the product in the U.S. is going well. Oppenheimer has a buy rating on the stock and a $40 price target. In addition, SodaStream CEO Daniel Birnbaum was on CNBC this morning talking up the benefits of his company's device.

Now what: Considering that Oppenheimer's investment banking team was involved in SodaStream's IPO in November, it probably shouldn't be all that surprising that the firm has a positive view on the shares. It's definitely still a point of view to take into consideration, but it should also be taken in context. Meanwhile, my fellow Fool Rick Munarriz sees an opportunity for SodaStream to sell itself as a "green" product -- as opposed to a better-taste or convenience product -- but I remain skeptical. Americans have a love affair with their sodas, and it's highly doubtful that a home-brew machine will be able to shove Coca-Cola (NYSE: KO) or PepsiCo (NYSE: PEP) products from all but a smattering of U.S. households. My prediction? In the U.S. at least, after a brief buzz, SodaStream machines will gather more dust than converts.

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Coca-Cola is a Motley Fool Inside Value selection. Coca-Cola and PepsiCo are Motley Fool Income Investor recommendations. Motley Fool Options has recommended a diagonal call position on PepsiCo. The Fool owns shares of Coca-Cola. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors.

Fool contributor Matt Koppenheffer does not own shares of any of the companies mentioned. You can check out what Matt is keeping an eye on by visiting his Motley Fool CAPS portfolio, or you can follow Matt on Twitter @KoppTheFool or on his RSS feed. The Fool's disclosure policy prefers dividends over a sharp stick in the eye.