- SodaStream has unveiled its latest gadget, the SodaStream Mix. This time, instead of just making soda, it makes carbonated cocktails while using Bluetooth connectivity and a companion smartphone app that enables you to upload your own recipes.
- In February, SodaStream reported a 25% drop in revenue for Q4 2014 year over year, so this new product is likely part of the company's brand repositioning it also announced with the report.
- SodaStream hasn't released many other details, such as price or when and if the product will be released to consumers.
With this move, it's becoming clear that SodaStream is trying to shift its target demographic. Young people who drink a never-ending supply of soda may have been the dream market for awhile, but as soda sales began and continue to slump, SodaStream needed something new out of its bag of tricks to stay afloat.
With the SodaStream Mix, the company appears to be targeting young adults, particularly cocktail enthusiasts, professional mixologists, and those who want to host parties with a little flare. This target market shift could signal a new era for SodaStream products, so seeing if the product will be successful will be key for the company — if it ever actually reaches consumers.