Billion Dollar Bubbles



What Pepsi’s latest $3 Billion purchase tells us about the beverage industry (and our drinking habits).


Pepsi Buys SodaStream

  • Pepsi says purchase expands healthier options, better for environment (people can create soda at home, with reusable bottles).
  • Big Picture: Major brands are battling for bubbles. Last year, CocaCola bought TopoChico, a sparkling water brand, for more than $200M.

“Sparkling water has grown far more strongly than the overall bottled water category in the U.S.”

Wall Street Journal, on how sparkling water market has grown more than 30% in recent years. In the meantime, Americans are drinking less soda.

Are Bubbles Actually Healthier?

What we know (from somewhat limited studies) about carbonated water:

  • Helps with hydration.
  • Doesn’t strip bone density (as reported in mid-2000s).
  • May (mildly) impact your teeth enamel.

The man who invented sparkling water also discovered oxygen (as we know it) ... and the rubber eraser! The Englishman believed in the American Revolution & was lifelong friends with Benjamin Franklin. We have his must-read bio on our source page.

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Bubbling Beverages
In 1767, Priestley was offered a ministry in Leeds, Englane, located near a brewery. This abundant and convenient source of “fixed air” — what we now know as carbon dioxide — from fermentation sparked his lifetime investigation into the chemistry of gases. He found a way to produce artificially what occurred naturally in beer and champagne: water containing the effervescence of carbon dioxide. The method earned the Royal Society’s coveted Copley Prize and was the precursor of the modern soft-drink industry.