^ BEAUMONT COSTALES FILES CLASS ACTION LAWSUIT AGAINST LACROIX WATER Archived at the Wayback Machine October 1, 2018.Jef Feeley, Jeff Green, and Anders Melin, Bloomberg, July 26, 2018, ^ Founders Hold On Tight Even When Investors Really Want Them Gone.Billionaire Behind LaCroix Accused of Improper Touching by Two Pilots ^ Maloney, Jennifer Maremont, Mark, Wall Street Journal, 3 July 2018.CEO Behind LaCroix Brand Accused of Inappropriately Touching Airplane Pilots. ^ Shoot, Brittany () Fortune Magazine, 3 July 2018." 'Sparkling' LaCroix sales drive acquisition talk". "Letter of Recommendation: LaCroix Sparkling Water". "Why LaCroix sparkling water is suddenly everywhere". "14 Delicious Cocktails Made with LaCroix Sparkling Water". "Here's Why Everyone Can't Stop Drinking LaCroix". "Sales are exploding for this little-known soda brand with a cult following". "Soda Consumption Falls to 30-Year Low In The U.S." Fortune. "The Secret History of the LaCroix Label". ^ "Robust aromas and hints of flavor".A similar lawsuit was filed against Polar Beverages in September 2019 regarding its "100% natural" marketing. This claim was also voluntarily dropped in September 2020. 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. Īnother 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 company responded that "all the flavor essences in LaCroix are natural." The plaintiff has since withdrawn the lawsuit and retracted its claims. In October 2018 a class action lawsuit was filed by Chicago law firm Beaumont Costales regarding the "all natural" branding, claiming that LaCroix uses synthetic ingredients including ethyl butanoate, limonene and linalool propionate. Ĭaporella has denied the claims and as of 2023 there has been no turnover. One lawsuit was settled out of court in January 2018, and one was still pending as of July 2018. 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 20. Controversies Sexual harassment allegations 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. Sales “exploded” as the brand developed a national “ cult following.” 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. Then, in the spring of 2015, with sugary-soda sales plummeting to a 30-year low in the U.S., National Beverage saw an opportunity to expand their consumer base, subsequently launching a marketing campaign for the beverage on social media, specifically targeting millennials. Since the early 1990s, LaCroix had been a fairly well-known product in the Midwest United States. 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. 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. 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". 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). By 1992, the brand was estimated to be worth US$25 million. The beverage fared well in popularity and sales in the surrounding Midwest region for the following decade. 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. Their flavors include various fruits and fruit blends. Heileman Brewing Company and is now distributed by National Beverage Corporation. LaCroix or La Croix ( / l ə ˈ k r ɔɪ/ lə- KROY) is an American brand of sparkling water that originated in La Crosse, Wisconsin, by G.
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