SodaStream--A buy at 46

SODA reported earnings last week, and since then the stock has dropped 5 points to 46. I like SODA, and have traded in and out the stock the past few years, and now it's time for another trade in!

The catalyst?

An article in the NY Times, with excerpts below..

Machines proliferating in home kitchens can be used, off label, to make herb-infused sparkling wine and heady cocktails.....Curious cooks have begun hacking carbonators, the soda-making machines that are proliferating in American home kitchens. Most buyers are happy to use them for their intended purpose: turning tap water into sparkling water. But off-label, they have been used to make herb-infused sparkling wine, newfangled sangria, heady cocktails and nonalcoholic — but intoxicatingly delicious — sodas.

 Recently, in a storefront laboratory in Chinatown, Piper Kristensen, a bartender and occasional lab assistant who works for the avant-garde bar Booker and Dax in the East Village, studied a SodaStream Penguin. It had arrived fitted with a new feature, a device that was preventing him from carbonating the clear tomato juice he had purified in a centrifuge. He probed the carbonator’s dispensing valve, figured out that its plastic collar had to be raised, and twisted on a rubber band. In short order, he poured a fizzy cocktail of tomato juice, vodka and sugar into elegant cordial glasses....But the home brew looks poised to take over the market...All this explains why so many people are taking their soda machines off-road. With a little practice, it’s possible to make inexpensive, relatively healthy, brightly flavored sodas in a sweet spectrum of fruit, using ingredients, like fresh lemon, that are rarely used in bottled drinks.

SODA is a disruptive technology, and the stock at 46 is a buy!!!