SodaStream is introducing a machine that shoppers could already buy.
The brand relaunches SodaStream Fountain on October 22, alongside a new partnership with Olympic champion Simone Biles.
But consumers were discussing purchases at Walmart as early as May 31, 2026.
SodaStream's own support page lists Walmart as the first retailer, with Target and Amazon slated for mid-June.
SodaStream now has a high-profile athlete to renew interest in a $199.99 machine that already reached retail shelves.
The brand timed the announcement to National Sparkling Water Day.
Biles will appear across TV, digital, social, in-store, and SodaStream's website.
The campaign also promises exclusive social content and drink inspiration on Instagram and TikTok.
"I like to do things that are outside of the ordinary; why should my drinks be any different?" Biles said in the press release.
The question is whether personalized drinks can sustain interest after the initial retail launch.
Olympic Champion Gives SodaStream Fountain a Second Launch
SodaStream Fountain combines carbonation, flavor dosing, and drink-size controls in one countertop machine.
Users can select 8-, 16-, or 24-ounce servings and adjust carbonation and flavor intensity.
A "B" setting on the flavor dial adds another 25% of syrup.
The machine works with more than 40 flavors from beverage brands, including Pepsi, MountainDew, Starry, bubly, and Mug.
SodaStream estimates that these options offer 1,000 drink combinations.
The PepsiCo names would have been unthinkable on a SodaStream flavor list a decade ago.
The brand spent years taking shots at Coca-Cola and Pepsi, including a 2014 Super Bowl spot that ended with "Sorry, Coke and Pepsi."
PepsiCo settled the rivalry in 2018, when it acquired SodaStream in a deal valued at $3.2 billion.
PepsiCo now uses co-branding to sell Pepsi and Mountain Dew through a machine that many fans bought to skip store-bought soda.
A former rival's hardware becomes a recurring sales channel once the parent company controls what goes inside it.
75% of Gen Z Want to Customize Their Drinks
A 2025 Keurig Dr Pepper survey found that 75% of Gen Z and millennial respondents customize their beverages.
Sweeteners ranked as the most common mix-in at 52%, followed by creamers or milk at 51%.
Health concerns also influence beverage choices.
EY's March 2026 survey of 1,511 U.S. adults found that 66% choose drinks with less sugar or fewer calories, while 58% pay attention to ingredients.
These preferences create an opportunity for the SodaStream Fountain, which offers control over flavor and sugar intensity.
These findings point to three considerations for beverage brands selling customizable products.
- Personalization can support repeat use. Brands should make product settings intuitive to encourage regular use.
- Health preferences can complicate product positioning. Brands should communicate flavor options and nutritional details clearly to address concerns.
- Category growth does not guarantee brand growth. Companies should track repeat purchases and customer retention to identify what sustains demand.
Customization gives SodaStream a relevant consumer proposition.
But Fountain's convenience and flexibility still need to justify its upfront $199.99 price.
Our Take: Is Personalization Worth $200 to Soda Drinkers
The SodaStreamFountain offers a practical benefit when households want different serving sizes, carbonation levels, or flavor strengths.
But consumers can already buy ready-made Pepsi, Mountain Dew, and other drinks without purchasing another appliance.
We'd say shoppers will pay for personalization only if SodaStream shows how control over each serving improves the daily experience.
Biles gives the brand a credible way to talk about individual preferences.
However, the endorsement will matter most if the campaign demonstrates useful combinations and makes the controls easy to understand.
If consumers value the ability to tailor each drink, then SodaStream can sell Fountain as an ongoing part of their routine.
De'Longhi also had Brad Pitt walk through its machine's instructions like scenes from a film, and it made an everyday coffee routine feel distinctive.
A clear brand strategy can help companies introduce new products without confusing existing customers.
Explore these top product marketing agencies to find a partner that can align product positioning with audience needs.
