I'm just listening to the GMCR conference call and one thing stuck out when management was talking about cold/carbonated beverages. The question is if this partnership is with SODA or SBUX or other? When you think about how complex the CO2 distribution/refill network is, is SBUX willing to make such a huge effort to support this? Partnership with SODA seems like a better choice to me, who already has and extensive network.
The comment I'm talking about is as follows:
"...where appropriate we will do so with partners and established beverage brands who are eager to assess and access the millions of Keurig households where our products are delighting consumers everyday."
I hear everyone and it does sound logical. But I don't buy it. GMCR doesn't have that much too offer and Soda has proven that when it comes to competition they end up on top. They don't need to partner with GMCR but they could partner with SBUX. In any case go Soda
GMCR has close to 16 million active users and powerful brand power in N. America, I think that is a nice asset sir. SBUX has little brand power in the small appliance category and if you are assuming a partnership with sbux due to the refreshers line, its possible but not likely given talks have already ceased. Just because you venture into a new category don't assume you will succeed.
To put it another way, what does Eboost have to offer SODA any more than GMCR?