Keurig Tumbles: What Did the CEO Say About Keurig Kold?

Shares of Keurig Green Mountain Inc GMCR were sharply lower in pre-market trading, falling more than 6 percent to $96.80.

On the webcast announcing the much-anticipated Keurig Kold, which the beverage maker will price at $300. Analysts questioned the price, suggesting that given these economics, consumers will not see savings from using the system. Keurig CEO Brian Kelly pushed back by saying that this is a "new piece of technology" that he expects consumers to ultimately embrace.

The system will use "carbonator beads" to give beverages carbonation, and Kelley guaranteed that Keurig Kold was as good as a can or bottle. The company has partnered with The Coca-Cola Co KO and Dr Pepper Snapple Group Inc. DPS. On the call, Dr Pepper Snapple endorsed the product.

Keurig Kold will be available starting online in the fall 2015 and moving into retail by holiday 2016. Kelley said that the roll-out for the product will be slow to start, but that he expects it to scale quickly. The system cools drinks to 39 degrees in a minute and pods mostly come in 8-ounce, 100-calorie packages.

The first patent for the Kold system will expire in 2031.

Prior to the pre-market sell-off, Keurig shares declined 22 percent this year.

Shares are now just $1 above their 52-week low, hit earlier this month following earnings. Shares are more than 33 percent lower than their 52-week high of $158.87.