La Croix Sparkling Water

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La croix (logo).svg
TypeSparkling water
ManufacturerNational Beverage Corporation
Country of originLa Crosse, Wisconsin, United States
  • Pure (Unflavored)
  • Berry
  • Cran-Raspberry
  • Lemon
  • Lime
  • Orange
  • Passion Fruit
  • Apricot
  • Mango
  • Pamplemousse (Grapefruit)
  • Lemon-Lime
  • Coconut
  • Peach-Pear
  • Tangerine
  • Key Lime
  • Pomme-Baya (Apple-Cranberry)
  • Cerise Limón (Cherry Lime)
  • Melón Pomelo (Melon Grapefruit)
  • Kiwi Sandía (Kiwi Watermelon)
  • Piña Fraise (Pineapple Strawberry)
  • Mure Pepino (Cucumber Blackberry)
  • NiCola
  • Biss
  • Almost Apple

LaCroix or La Croix (/ləˈkrɔɪ/;) is an American carbonated water distributed by National Beverage Corporation. Sales records have never been publicly released, but market research suggests La Croix holds a 30 percent market share in sparkling water sales in the United States, double that of its main competitor, Perrier.[1][2]


In 1981 the G. Heileman Brewing Company of La Crosse, Wisconsin, introduced LaCroix as one of the first "Anti-Perrier" brands. Meant to appeal to sparkling water consumers who were put off by Perrier's "snobbish positioning", LaCroix marketed to its niche by imaging itself as an "all occasion" beverage.[3]

The beverage fared well in popularity and sales in the surrounding Midwest region for the following decade. By 1992, the brand was estimated to be worth US$25 million.[4] However, in the same year, due to Heileman's admitted lack of experience outside the beer market, it sold the brand to National Beverage (then Winterbrook).[4]

Since the early 1990s, LaCroix has been a fairly well-known product in the Midwest. Its sudden rise in popularity outside of the Midwest United States, however, has only been a recent phenomenon.[1][5]

In 2002, National Beverage sought to rebrand LaCroix and ended up settling on the design that was "least favored by management" but won over target consumers in a "landslide".[6] Instead of staying with the clean and simple designs like other water brands, they found that a more bold and colorful approach was more appealing to their audience. The "successful execution of the “anti-Perrier” strategy, in all its forms, has been a key factor enabling LaCroix to become one of the top sparkling water brands.[3]

In spring of 2015, with sugary soda sales plummeting to a 30-year low in the US,[7] National Beverage saw an opportunity to expand their consumer base, subsequently launching a marketing campaign for the beverage on social media, specifically targeting millennials.[1] Their marketing efforts have since helped position LaCroix with mainstream news outlets as a healthier alternative to sugary soda, as well as a mixer for popular cocktails.[8][9][10]


Sexual harassment[edit]

The company's billionaire CEO, Nick Caporella, was accused of sexual harassment by two former employee pilots who alleged inappropriate touching on more than 30 trips between 2014 and 2016.[11] One lawsuit was settled out of court in January 2018, and one was still pending as of July 2018.[12] Caporella has denied the claims and remains as CEO.[13]

"All-natural" advertising[edit]

In October 2018 a class action lawsuit was filed by Chicago law firm Beaumont Costales regarding the "all natural" branding,[14] claiming that La Croix uses synthetic ingredients including ethyl butanoate, limonene and linalool propionate, which are in fact all commonly occurring compounds in natural sources.[15][16][17] The company responded that "all the flavor essences in LaCroix are natural."[16]

Another lawsuit was filed in the Southern District of New York on January 29, 2019, alleging violations of New York’s Unfair and Deceptive Trade Practices Act.[18]

See also[edit]


  1. ^ a b c Peterson, Hayley (2015-10-08). "Sales are exploding for this little-known soda brand with a cult following". Business Insider. Retrieved 2017-02-03.
  2. ^ Kosman, Josh (2015-12-03). "'Sparkling' LaCroix sales drive acquisition talk". New York Post. Retrieved 2017-02-03.
  3. ^ a b "LaCroix Sparking Water | Meridian Associates Inc. Success Story". Meridian Associates. Retrieved 2017-02-03.
  4. ^ a b Lazarus, George (1992-11-13). "Buyer Sparkles Over Lacroix Deal". tribunedigital-chicagotribune. Retrieved 2017-02-03.
  5. ^ Cepeda, Marlisse (2016-06-21). "Here's Why Everyone Can't Stop Drinking LaCroix". Country Living. Retrieved 2017-02-03.
  6. ^ Halpern, Ashlea (January 24, 2017). "The Secret History of the LaCroix Label". Retrieved 2017-06-08.
  7. ^ Kell, John (2016-03-29). "Soda Consumption Falls to 30-Year Low In The U.S." Fortune. Retrieved 2017-02-03.
  8. ^ Lian, Liz (2016-09-19). "14 Delicious Cocktails Made with LaCroix Sparkling Water". Kitchn. Retrieved 2017-10-05.
  9. ^ Nelson, Libby (2016-06-20). "Why LaCroix sparkling water is suddenly everywhere". Vox. Retrieved 2017-02-03.
  10. ^ Choi, Mary H. K. (2015-03-03). "Letter of Recommendation: LaCroix Sparkling Water". The New York Times. ISSN 0362-4331. Retrieved 2017-02-03.
  11. ^ Shoot, Brittany (2018-07-03) Fortune Magazine, 3 July 2018. CEO Behind LaCroix Brand Accused of Inappropriately Touching Airplane Pilots.
  12. ^ Maloney, Jennifer; Maremont, Mark, Wall Street Journal, 3 July 2018. Billionaire Behind LaCroix Accused of Improper Touching by Two Pilots
  13. ^ Founders Hold On Tight Even When Investors Really Want Them Gone Jef Feeley, Jeff Green, and Anders Melin, Bloomberg, July 26, 2018,
  15. ^ Is sparkling water like LaCroix actually good for you? Here's what experts say ASHLEY MAY, USA TODAY, 2018/10/08
  16. ^ a b Lawsuit Accuses LaCroix Seltzer of Containing Artificial Ingredients Used in Cockroach Insecticide Gina Martinez, TIME magazine, October 6, 2018
  17. ^ LaCroix faces suit alleging it mislabeled its sparkling water as natural CNBC, Laura Galligan, 5 October 2018
  18. ^ LaCroix maker slams ‘professional liars’ behind new lawsuit challenging its all-natural credentials Elaine Watson, Food Navigator, 4 February 2019

External links[edit]