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La Croix Sparkling Water

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LaCroix
TypeSparkling water
ManufacturerNational Beverage Corporation
Country of origin La Crosse, Wisconsin, United States
Introduced1980; 44 years ago (1980)
Websitewww.lacroixwater.com
For the French newspaper, see La Croix.

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. Their flavors include various fruits and fruit blends.[1]

History

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]

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".[4] Instead of staying with a 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]

Since the early 1990s, LaCroix had been a fairly well-known product in the Midwest United States. Then, in the spring of 2015, with sugary-soda sales plummeting to a 30-year low in the U.S.,[5] National Beverage saw an opportunity to expand their consumer base, subsequently launching a marketing campaign for the beverage on social media, specifically targeting millennials.[6] Sales “exploded” as the brand developed a national “cult following.” [6][7] 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]

Flavors

Base Cúrate NiCola
2004[11][12] Pure (Unflavored)

Lemon

Lime

Cran-Raspberry (Razz-Cranberry)

Orange

Berry

2008[13] Pamplemousse (Grapefruit)
2011[14] Coconut
2012[15] Peach-Pear
2014[16] Apricot

Mango

Passionfruit

Cerise Limón

Pomme Bayá

Piña Fraise

2015[17] Tangerine Kiwi Sandia

Melón Pomelo

Múre Pepino

laCola

Cubana (discontinued)

Cafe Cola (discontinued)

2017[18] Key Lime
2019[19] Coconut Cola

Cubana (Mojito)

Coffea Exotica (Sumatra coffee and cola)

2020[20] Hi-Biscus!

LimonCello

Pastèque (Watermelon)

2021[21] Beach Plum

Black Razzberry

Guava São Paulo

Sales

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.[6][22]

Controversies

Sexual harassment allegations

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.[23] One lawsuit was settled out of court in January 2018, and one was still pending as of July 2018.[24] Caporella has denied the claims and remains as CEO.[25]

"All-natural" advertising

In October 2018 a class action lawsuit was filed by Chicago law firm Beaumont Costales regarding the "all natural" branding,[26] claiming that LaCroix uses synthetic ingredients including ethyl butanoate, limonene and linalool propionate.[27][28][29] The company responded that "all the flavor essences in LaCroix are natural."[28] The plaintiff has since withdrawn the lawsuit and retracted its claims.[30]

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.[31] This claim was also voluntarily dropped in September 2020.[32] A similar lawsuit was filed against Polar Beverages in September 2019 regarding its "100% natural" marketing.[33]

See also

References

  1. ^ "Robust aromas and hints of flavor". LaCroix. Retrieved 2019-07-29.
  2. ^ a b "LaCroix Sparking Water | Meridian Associates Inc. Success Story". www.meridianai.com. 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. ^ Halpern, Ashlea (January 24, 2017). "The Secret History of the LaCroix Label". BonAppetit.com. Retrieved 2017-06-08.
  5. ^ Kell, John (2016-03-29). "Soda Consumption Falls to 30-Year Low In The U.S." Fortune. Retrieved 2017-02-03.
  6. ^ 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.
  7. ^ Cepeda, Marlisse (2016-06-21). "Here's Why Everyone Can't Stop Drinking LaCroix". Country Living. 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. ^ https://ir.nationalbeverage.com/static-files/9fdfc47c-be73-4ed4-91c3-f1bda07d26f1
  12. ^ https://ir.nationalbeverage.com/static-files/71d3295c-f551-4573-8280-96d21beb4b75
  13. ^ https://www.annualreports.com/HostedData/AnnualReportArchive/n/NASDAQ_FIZZ_2008.pdf
  14. ^ https://ir.nationalbeverage.com/static-files/db2141f8-2256-4968-bab8-cf750682f915
  15. ^ https://ir.nationalbeverage.com/static-files/43cd10b9-9bda-4cc2-9732-e5df3fa76515
  16. ^ https://ir.nationalbeverage.com/static-files/f639411d-7844-47b2-aae1-85ec0aa4a9da
  17. ^ https://ir.nationalbeverage.com/static-files/26b0fa84-532d-40cb-9825-010bdfad7597
  18. ^ https://ir.nationalbeverage.com/static-files/3ff3cac6-2ad1-4484-bf9a-bf280ce2720d
  19. ^ https://ir.nationalbeverage.com/static-files/911ea4d8-0c0c-4712-9c16-46250a63b8d3
  20. ^ https://ir.nationalbeverage.com/static-files/fbbbed85-163b-45be-82fa-ae35bbba937d
  21. ^ https://ir.nationalbeverage.com/static-files/06af5cf4-9f64-4583-9221-133983891918
  22. ^ Kosman, Josh (2015-12-03). "'Sparkling' LaCroix sales drive acquisition talk". New York Post. Retrieved 2017-02-03.
  23. ^ Shoot, Brittany (2018-07-03) Fortune Magazine, 3 July 2018. CEO Behind LaCroix Brand Accused of Inappropriately Touching Airplane Pilots.
  24. ^ Maloney, Jennifer; Maremont, Mark, Wall Street Journal, 3 July 2018. Billionaire Behind LaCroix Accused of Improper Touching by Two Pilots
  25. ^ Founders Hold On Tight Even When Investors Really Want Them Gone Jef Feeley, Jeff Green, and Anders Melin, Bloomberg, July 26, 2018,
  26. ^ BEAUMONT COSTALES FILES CLASS ACTION LAWSUIT AGAINST LACROIX WATER October 1, 2018
  27. ^ Is sparkling water like LaCroix actually good for you? Here's what experts say ASHLEY MAY, USA TODAY, 2018/10/08
  28. ^ a b Lawsuit Accuses LaCroix Seltzer of Containing Artificial Ingredients Used in Cockroach Insecticide Gina Martinez, TIME magazine, October 6, 2018
  29. ^ LaCroix faces suit alleging it mislabeled its sparkling water as natural CNBC, Laura Galligan, 5 October 2018
  30. ^ foodnavigator-usa.com. "LaCroix '100% natural' lawsuit dropped as plaintiff retracts allegations". foodnavigator-usa.com. Retrieved 2021-03-20.
  31. ^ LaCroix maker slams 'professional liars' behind new lawsuit challenging its all-natural credentials Elaine Watson, Food Navigator, 4 February 2019
  32. ^ "LaCroix Sparkling Water Deception Suit Voluntarily Dropped". news.bloomberglaw.com. Retrieved 2021-03-20.
  33. ^ "McNulty v. Polar Corp., 19 Civ. 8903 (LGS) | Casetext Search + Citator". casetext.com. Retrieved 2021-03-20.
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