SodaStream, the Israeli maker of home fizzy-drink machines, is moving into suds as well.
- Busines in Brief: SodaStream Shares Jump on First-quarter Earnings Surprise
- Israeli Companies Leaving West Bank in Apparent Response to Boycott Pressure
- The Rot Under the Israeli Economy's Surface
The company launched in Germany and Switzerland on Monday a home beer system called the Beer Bar that uses sparkling water and a beer concentrate that it said would offer drinkers a "smooth authentic taste, and a hop-filled aroma" brewed in seconds. Its initial offering is a light beer called Blondie containing 4.5% alcohol by volume.
"Our core carbonation technology and distribution infrastructure provide a great platform for us to extend our business into this emerging category, and we choose to do so with a dedicated beer brand," CEO Daniel Birnbaum said.
Other markets are expected to launch the Beer Bar in late 2016 and 2017, the company announced.
Shares of SodaStream, which has been seeking to reposition itself into healthier alternatives to soda pop, rose 5.0% to $20.71. The stock's NASDAQ listing was trading around $20.25, up 3.7%, in early afternoon trading New York time.