Fresh off the production lines are three new models that have an updated cylinder replacement mechanism. SodaStream is also introducing a “full line of accessories” and new flavours.

“We’re really looking at the whole user experience, the whole entire ecosystem, and dealing with each component of the ecosystem to elevate it.”

To be the brand of choice, SodaStream aims to demonstrate it shares the same values as its customers, many of whom are millennials. Not too long ago, the brand considered itself an eminent beneficiary of the long-term global shift towards sustainability (by reducing single-use bottle waste) and wellness (after all, what’s healthier than water?).

“These consumer trends we were pretty much almost pioneers of, within a decade ago. Now, they’ve become very front and centre for many, many, many other brands,” says Shohat.

SodaStream’s new logo was made with these themes front of mind: the chief executive points to the two water drops that are also reminiscent of the yin and yang symbols. The “S” for SodaStream stays prominent.

Coming out of COVID, the soda machine maker also seeks to capitalise on newer trends: the preference for personalisation, the rise of “premiumisation”, and the greater amount of time spent at home, a legacy of lockdowns.

“It’s not a revolution, it’s an evolution to elevate the brand,” Shohat says. “We are pretty much giving them what they want.”

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Shohat has a particular soft spot for Australia: it is the company’s fifth-largest market in per capita terms, and is where he says he first learnt about data-driven marketing from Laura Wilson, SodaStream Australia’s managing director, then the marketing director.

Australian consumers are curious, he says, and tend to be willing to try new things. Not only that, but the sparkling water machines are akin to a status symbol for some.

“People see this almost as a statement on themselves,” Shohat says, adding that some social media posts have captions such as, “my life changed since I got my SodaStream” and “the best thing I did for myself this year was get a SodaStream”.

“We see this very strong trend and very strong emotional connection of consumers to SodaStream. And we’re just trying to make it even better for them.”

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