OAKBROOK TERRACE, Ill. -- I swear I planned to write this blog post before Keurig Green Mountain was bought out by a Dutch investment firm, but the timing certainly adds fuel to the fire. No, this column was inspired by the annual tradition of Christmas shopping.
While friends and acquaintances—and complete strangers—tell me I’m the last human on earth who actually trudges to the mall with family members’ wish lists in hand, my experiences of waiting in line and dealing with befuddled, seasonal store clerks tells me they’re wrong.
And so it was that as I happened through a department store recently, I stumbled on a display—a really nice display (see photo)—for Keurig Kold, the newest and much-anticipated addition to a lineup of home-soda-brewing machines that includes SodaStream, Sprizzi, Bonne O and Lavit (at least those are the ones that have come to my attention).
I’ve heard from a few who have tried Kuerig Kold that the product it puts out is wonderful, capturing the true flavor of the numerous soda brands with which the company has partnered—Coca-Cola Co., Dr Pepper Snapple and Keurig’s own drink brands. And, as a SodaStream owner, I’d love to give Keurig Kold a whirl … but that price!
It’s difficult to read in the photo, but $369.99! That’s dishwasher money, an appliance we use every day! Keurig Kold might get used two or three times a week in my house.
Back in May when the pricing was announced—including a payment program—investors grumbled. They wanted to see $99-$199, prices comparable to Keurig’s hot coffee/tea machines. And yes, there is a Keurig Hot machine on my kitchen counter. But now that I’ve seen Keurig Kold in retail for the first time, it’s my turn to grumble.
Today, you can get a SodaStream starting at $50. The other, lesser-known brands mentioned above range from $119 to $399, so Keurig Kold is in the pricing ballpark.
But for a company whose CEO Brian Kelley said “We expect homes to become exciting beverage centers where consumers can experience a number of beverages they otherwise wouldn’t get to try without the new home systems,” the price of entry has to drop substantially. And until then, convenience-store retailers won't have to worry too much about Keurig Kold taking away sales.
I do feel hopeful, however. Now that a multibillion-dollar firm has purchased Keurig Green Mountain for the tidy sum of $13.9 billion, a 77.9% premium over total stock value, I expect to see value become a bigger concern.
And when it does, well, maybe I’ll have to trek to the mall with my own personal wish list in hand.
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