Here's how LaCroix went from golden goose to a company in distress
Photo: Vivien Killilea/WireImage Between 2016 and 2017, you couldn’t turn a corner without running into a LaCroix window display or a LaCroix obsessed acquaintance. The 38-year-old seltzer brand developed such a cult following that it inspired T-shirts, music videos, ceramic planters, bathing suits, greeting cards, and countless other DIY merchandise without any real advertising on the part of parent company National Beverage Corporation.
But according to recent reports, the company and its CEO Nick Caporella aren’t the powerhouses they once were. Increasing competition from PepsiCo, Spindrift, and regional brands; a handful of lawsuits; and executive mismanagement have left National Beverage Corporation in dire straits.
Meanwhile, Caporella is embroiled in a lawsuit filed against him by two pilots who say the octogenarian sexually harassed them over the course of two years and more than 30 flights. One of the lawsuits was dropped, but the second, filed in July 2018, is still pending. Caporella’s attorney says his client has been unjustly targeted due to his immense wealth and advanced age. National Beverage Corp.
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