The stock price for SodaStream International, which has been the target of attacks by anti-Israel extremists, is skyrocketing after news of a partnership with global beverage mammoth Starbucks.
The Israel-based company has recently dealt with calls from the anti-Israel Boycott, Divest, and Sanction (BDS) movement.
BDS called on spokeswoman Scarlet Johansson to dissociate herself from SodaStream, but she rejected those requests, and called the BDS movement anti-Semitic.
Despite BDS efforts, SodaStream is doing just fine, according to the Israeli business publication Globes.
Sources inform ''Globes'' that Starbucks Corporation (Nasdaq: SBUX) is in advanced talks to acquire 10% of SodaStream International Ltd. (Nasdaq: SODA) at a company value of $1.1 billion. SodaStream has a market cap of $850 million; Starbucks' offer reflects a 30% premium on the market price. Sources close to the deal say that an official announcement will be made soon.
SodaStream has been looking for a boost over similar products in the United States, and business experts believe that a partnership with Starbucks could give it just that.
Despite SodaStream's clear advantages, its machines are found in only 1 percent of American homes, compared with 25 percent of homes in many European countries, such as Sweden. Collaboration with Starbucks would give SodaStream a distribution platform and marketing incentives, such as sales campaigns and special flavors for Starbucks customers.