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
  • Biss
  • Mango
  • Pamplemousse (Grapefruit)
  • Lemon-Lime
  • Limoncello
  • Coconut
  • Peach-Pear
  • Tangerine
  • Key Lime
  • Hi-Biscus! (Hibiscus)
  • Pastèque (Watermelon)
  • Pomme-Baya (Apple-Cranberry)
  • Cerise Limón (Cherry Lime)
  • Melón Pomelo (Melon Grapefruit)
  • Kiwi Sandía (Kiwi Watermelon)
  • Piña Fraise (Pineapple Strawberry)
  • Mure Pepino (Cucumber Blackberry)

LaCroix or La Croix (/ləˈkrɔɪ/;) is an American brand of carbonated water that originated in La Crosse, Wisconsin by G. Heileman Brewing Company and is now distributed by National Beverage Corporation. Some original flavors include pamplemousse, lemon, lime, limoncello, cran-raspberry, orange, coconut, berry, apricot, passionfruit, tangerine, peach-pear, mango and pure. The mixed LaCroix flavors are melon pomelo, mure pepino, pina fraise, pomme baya, coconut cola, coffea exotica, cubana and lacola.[1]


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.[2]

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.[3] 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).[3]

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.[4][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.[2]

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.[4] 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]


Sales records have never been publicly released, but market research suggests LaCroix holds a 30 percent market share in sparkling water sales in the United States, double that of its main competitor, Perrier.[4][11]


Sexual harassment[edit]

Nick Caporella, the company's CEO, was accused of sexual harassment by two former employee pilots who alleged inappropriate touching on more than 30 trips between 2014 and 2016.[12] One lawsuit was settled out of court in January 2018, and one was still pending as of July 2018.[13] Caporella has denied the claims and remains as CEO.[14]

"All-natural" advertising[edit]

In October 2018 a class action lawsuit was filed by Chicago law firm Beaumont Costales regarding the "all natural" branding,[15] claiming that LaCroix uses synthetic ingredients including ethyl butanoate, limonene and linalool propionate.[16][17][18] The company responded that "all the flavor essences in LaCroix are natural."[17]

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. The lawsuit's claims are based on isotope analysis and gas chromatography mass spectrometry tests conducted by The Center for Applied Isotope Studies at the University of Georgia.[19]

See also[edit]


  1. ^ "Robust aromas and hints of flavor". LaCroix. Retrieved 2019-07-29.
  2. ^ a b "LaCroix Sparking Water | Meridian Associates Inc. Success Story". Meridian Associates. Retrieved 2017-02-03.
  3. ^ a b Lazarus, George (1992-11-13). "Buyer Sparkles Over Lacroix Deal". tribunedigital-chicagotribune. Retrieved 2017-02-03.
  4. ^ 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.
  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. ^ Kosman, Josh (2015-12-03). "'Sparkling' LaCroix sales drive acquisition talk". New York Post. Retrieved 2017-02-03.
  12. ^ Shoot, Brittany (2018-07-03) Fortune Magazine, 3 July 2018. CEO Behind LaCroix Brand Accused of Inappropriately Touching Airplane Pilots.
  13. ^ Maloney, Jennifer; Maremont, Mark, Wall Street Journal, 3 July 2018. Billionaire Behind LaCroix Accused of Improper Touching by Two Pilots
  14. ^ Founders Hold On Tight Even When Investors Really Want Them Gone Jef Feeley, Jeff Green, and Anders Melin, Bloomberg, July 26, 2018,
  16. ^ Is sparkling water like LaCroix actually good for you? Here's what experts say ASHLEY MAY, USA TODAY, 2018/10/08
  17. ^ a b Lawsuit Accuses LaCroix Seltzer of Containing Artificial Ingredients Used in Cockroach Insecticide Gina Martinez, TIME magazine, October 6, 2018
  18. ^ LaCroix faces suit alleging it mislabeled its sparkling water as natural CNBC, Laura Galligan, 5 October 2018
  19. ^ LaCroix maker slams 'professional liars' behind new lawsuit challenging its all-natural credentials Elaine Watson, Food Navigator, 4 February 2019

External links[edit]