The Best Idea Yet: Episode 💧 LaCroix: The Cinderella of Seltzers | 32

Hosts: Nick Martell and Jack Crivici-Kramer
Release Date: May 20, 2025
Podcast: The Best Idea Yet by Wondery

Introduction: From Wallflower to Homecoming King

In this episode, Nick Martell and Jack Crivici-Kramer delve into the fascinating transformation of LaCroix, a once modest Midwestern seltzer, into a national viral sensation. They explore the brand's history, strategic rebranding, and the entrepreneurial spirit that propelled it to the forefront of the sparkling water market.

Early History: Heileman Brewing and the Birth of LaCroix

The story begins in Lacrosse, Wisconsin, with Russell Cleary of the G. Heileman Brewing Company. Under Cleary's leadership, Heileman thrived by acquiring various beer brands, climbing to the 6th largest brewing company in the U.S. However, facing antitrust challenges from the Sherman Antitrust Act, Cleary sought alternative growth avenues beyond acquisitions.

Nick Martell explains, “[Russ Cleary] quietly decides this is Heileman's next product. He's going to create his own Wisconsin produced homegrown seltzer, a sparkling water for Heileman to call their own” (02:09).

Birth of LaCroix: A Modest Beginning

In 1981, Heileman launches LaCroix, named after their hometown, Lacrosse. The initial product was a stark contrast to today’s vibrant cans—a simple 12-ounce green glass bottle inspired by Perrier, reflecting the European influence prevalent in American branding.

Jack Crivici-Kramer notes, “You can see the Perrier influence all over this first version of LaCroix” (12:33).

Despite offering flavors like orange, lemon, and lime, LaCroix remained a regional favorite, predominantly in Wisconsin, Minnesota, and Illinois.

Entrepreneurial Pivot: Nick Caparella and National Beverage Corporation

The pivotal turn in LaCroix’s journey comes with Nick Caparella, an ambitious entrepreneur who seized the opportunity to acquire LaCroix during Heileman's bankruptcy in 1996. Caparella, already expanding his beverage empire through National Beverage Corporation, infused new energy into LaCroix, setting the stage for its eventual resurgence.

Nick Martell describes Caparella as “the bold risk-taker who brought [LaCroix] to life” (14:15).

Strategic Rebranding: The Chaos Logo and Shelf Presence

A significant factor in LaCroix’s transformation was its bold rebranding in 2002. National Beverage Corporation conducted focus groups to redesign the packaging, ultimately choosing the “Chaos” logo—a vibrant, handwritten cursive design that starkly contrasted the subdued branding favored by executives.

Nick Martell recounts, “The cursive Chaos logo wins” (24:10), despite initial resistance from the management team. This decision enhanced LaCroix’s shelf presence, making it stand out amidst competitors like Perrier and Polar Seltzer.

Marketing to Women: Expanding the Brand’s Appeal

Caparella identified an untapped market segment: women. While energy drinks like Red Bull targeted predominantly male consumers, LaCroix strategically sponsored women’s sports and health-related causes. This pivot was further supported by engaging with fitness and mommy blogs, and leveraging social media to cultivate a strong, feminine brand identity.

Nick Martell highlights, “Their pitch to these lifestyle bloggers sounds like Hippocrates pitch for carbonated water. LaCroix is a health product” (26:40).

Viral Success: The Hollywood Writers’ Rooms

A breakthrough moment came when LaCroix replaced Perrier in Hollywood writers' rooms. Writer Ryan Rosenberg discovered LaCroix through Office Max, facilitating easier access and distribution. This grassroots adoption among creative professionals fueled organic buzz, leading to widespread media coverage and cultural adoption.

Jack Crivici-Kramer emphasizes, “The Lacroix takeover of Hollywood writers' rooms starts generating press cycles all its own” (32:30).

Flavor Expansion and Cultural Integration

LaCroix’s introduction of uniquely named flavors like “Pamplemoussemouse” (a play on the French word for grapefruit) and rapid expansion of its flavor lineup contributed to its distinctive market presence. This strategy, combined with subtle branding cues like the word “innocent” on cans, reinforced LaCroix’s image as a healthy, sophisticated choice.

Nick Martell observes, “This name plus this flavor profile combine to make the most identifiable type of liquidity” (27:50).

Challenges and Competition: Navigating a Crowded Market

As LaCroix soared, major competitors like PepsiCo and Coca-Cola entered the sparkling water arena, introducing brands like Bubbly and acquiring Topo Chico. Additionally, craft labels like Spindrift offered alternatives with real fruit juice, intensifying the competition.

Jack Crivici-Kramer notes, “The onslaught of competition coming after LaCroix right now is immense” (37:06).

Internally, National Beverage faced leadership challenges with Nick Caparella’s aging age and reported erratic behavior, raising concerns about the company’s long-term sustainability. Despite these hurdles, LaCroix maintained a strong market presence, benefiting from the overall growth of the sparkling water industry.

Conclusion: The Enduring Appeal of LaCroix

Despite facing increasing competition and internal challenges, LaCroix remains a staple in the sparkling water market. Its ability to reinvent itself through strategic branding, targeted marketing, and authentic cultural integration has cemented its status as the "Cinderella of Seltzers."

Nick Martell concludes, “Most products, they aren't broken and new ideas, they're actually new takes on existing ideas” (42:12), highlighting LaCroix’s success in reimagining a centuries-old product for modern consumers.

Notable Quotes

• “Russ Cleary quietly decides this is Heileman's next product. He's going to create his own Wisconsin produced homegrown seltzer, a sparkling water for Heileman to call their own.” - Nick Martell (02:09)

• “You can see the Perrier influence all over this first version of LaCroix.” - Jack Crivici-Kramer (12:33)

• “The cursive Chaos logo wins.” - Jack Crivici-Kramer (24:10)

• “Their pitch to these lifestyle bloggers sounds like Hippocrates pitch for carbonated water. LaCroix is a health product.” - Nick Martell (26:40)

• “The Lacroix takeover of Hollywood writers' rooms starts generating press cycles all its own.” - Jack Crivici-Kramer (32:30)

• “Most products, they aren't broken and new ideas, they're actually new takes on existing ideas.” - Nick Martell (42:12)

Key Takeaways

• Strategic Rebranding: LaCroix’s bold packaging overhaul significantly enhanced its visibility and appeal.

• Targeted Marketing: Focusing on women and leveraging influencer partnerships expanded LaCroix’s consumer base.

• Cultural Integration: Adoption by influential groups, such as Hollywood writers, catalyzed LaCroix’s viral status.

• Adaptability: LaCroix’s continuous flavor innovation and market adaptation have sustained its relevance in a competitive industry.

LaCroix's journey from a regional seltzer to a national favorite underscores the power of strategic branding, targeted marketing, and cultural resonance in transforming a product into a beloved household name. As the sparkling water market continues to grow, LaCroix exemplifies how thoughtful reinvention can lead to enduring success.

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