When the home carbonation machine, which adds bubbles to still water, was invented by the Gilbey’s gin distillery in 1903, it enjoyed popularity in some markets, particularly in the United Kingdom. But after a while it could not compete with commercially bottled soda; the product languished for years. The SodaStream, as it was eventually named, was bought and sold among consumer products companies, without much success. All that changed in 2007, when the Israel-based company SodaClub acquired SodaStream (later taking the SodaStream name for the new merged entity). The machines suddenly found a market. Today SodaStream is sold in 45 countries, including the United States. In Sweden, a quarter of all households own one. What did this new SodaStream company get right, when so many other consumer products companies had failed?