From Luxury to LaCroix: The Surprising History of Seltzer

From the springs of ancient civilizations to the ubiquitous, colorful cans of LaCroix, the journey of seltzer is a tale of scientific discovery, shifting cultural tides, and savvy marketing. This effervescent beverage, now a staple in modern households, boasts a history as bubbly and complex as the drink itself.

The Ancient Allure of Bubbles

Long before it was a canned convenience, sparkling water was a natural phenomenon, revered by ancient civilizations for its perceived health benefits. The Greeks and Romans, for instance, would travel to bathe in and drink from naturally carbonated mineral springs, believing the waters held curative properties. Hippocrates, the father of medicine, even wrote about the medicinal qualities of naturally carbonated water. This belief in the therapeutic power of "bubbly" water persisted for centuries, setting the stage for seltzer's eventual creation.

The name "seltzer" itself is a nod to these natural origins, derived from the German town of Niederselters. This town was renowned for its natural mineral springs, and by the 1700s, water from these springs was being bottled and shipped globally.

The Dawn of Artificial Carbonation

The 18th century marked a pivotal moment in the history of seltzer with the advent of artificial carbonation. While several scientists were experimenting with infusing water with gas, English chemist and theologian Joseph Priestley is widely credited with inventing carbonated water in 1767. His discovery was accidental; while living next to a brewery in Leeds, England, he suspended a bowl of water over a beer vat and found that the "fixed air" (carbon dioxide) from the fermenting beer dissolved into the water, creating a pleasant, fizzy drink. Priestley was so delighted with his creation that he published a paper in 1772 titled "Impregnating Water with Fixed Air," detailing his method.

While Priestley didn't commercialize his invention, others saw its potential. German-Swiss jeweler and amateur scientist Johann Jacob Schweppe developed a more efficient method for carbonating water and, in 1783, founded the Schweppes Company in Geneva. His process made carbonated water more accessible, and he is often considered the father of the modern soft drink industry.

Seltzer as a Luxury and a Cure

In its early days, artificially carbonated water was a luxury item, often marketed for its medicinal properties. In the early 1800s, American pharmacists began selling their own "seltzerous waters," believing in the curative power of carbonation. These early pharmacists often mixed the bubbly water with syrups and other flavorings, laying the groundwork for the modern soft drink industry.

The soda fountain, patented by Samuel Fahnestock in 1819, further democratized seltzer. Initially a simple barrel with a pump, the soda fountain evolved into ornate fixtures in drugstores, becoming social hubs, especially during Prohibition. For just a few cents, people could enjoy a plain soda water, or for a penny more, have it flavored with syrup.

The seltzer bottle, or soda siphon, also became a symbol of middle-class affluence in the early to mid-20th century. These reusable glass bottles, which kept the water carbonated, were often delivered to homes, much like milk. In New York City and other areas with large Jewish populations, seltzer became a cultural staple, often referred to as "Jewish champagne." The iconic seltzer bottle even made its way into pop culture, famously used in the slapstick comedy of The Three Stooges.

The Post-War Decline and the Rise of Sugary Drinks

The mid-20th century saw a decline in seltzer's popularity as sugary soft drinks gained prominence. After World War II, the American palate shifted towards sweeter beverages, and seltzer, with its plain, crisp taste, was largely pushed to the side. The convenience of pre-packaged, single-use sodas also contributed to the decline of the seltzer delivery service.

The LaCroix-Fueled Renaissance

For decades, seltzer remained a relatively niche product. But in the late 20th and early 21st centuries, a confluence of factors led to its spectacular comeback, spearheaded by a once-modest Midwestern brand: LaCroix.

LaCroix was introduced in 1980 by the G. Heileman Brewing Company of La Crosse, Wisconsin. Its name is a nod to its origins, combining "La" from La Crosse and "Croix" from the nearby St. Croix River. For years, it was a regional favorite, particularly among health-conscious Midwestern moms.

The tide began to turn in the early 2000s. In 1992, National Beverage Corp. acquired LaCroix and in 2002, they undertook a rebranding effort. The result was the iconic, colorful packaging that would become a hallmark of the brand.

The real explosion in LaCroix's popularity came in the mid-2010s. As consumers became increasingly wary of sugary drinks, they sought healthier alternatives. LaCroix, with its zero-calorie, zero-sweetener, and all-natural ingredient list, was perfectly positioned to fill this void.

National Beverage launched a savvy social media campaign that targeted millennials, and the brand quickly developed a cult following. LaCroix became more than just a drink; it became a lifestyle accessory, a status symbol, and the subject of countless memes. The brand's success was a testament to a shift in consumer preferences towards health and wellness.

The Hard Seltzer Revolution

The resurgence of seltzer paved the way for another beverage phenomenon: hard seltzer. The concept of a light, alcoholic, carbonated beverage wasn't entirely new; Zima, a clear, malt-based drink, had a brief period of popularity in the 1990s.

The modern hard seltzer movement began in 2013 with the launch of SpikedSeltzer (now known as Bon & Viv). But the market truly ignited in 2016 with the introduction of White Claw and Truly. These brands, with their sleek packaging and low-calorie, low-sugar profiles, captured the attention of health-conscious consumers.

The popularity of hard seltzer has been meteoric. The COVID-19 pandemic further fueled its growth, as consumers stocked up on ready-to-drink beverages for at-home consumption. The global hard seltzer market is now a multi-billion dollar industry and is projected to continue its upward trajectory.

The Enduring Appeal of the Bubble

From a revered natural spring water to a scientifically crafted health tonic, a symbol of middle-class comfort to a forgotten beverage, and finally, to a trendy, canned sensation, seltzer has undergone a remarkable transformation. Its history reflects our ever-changing relationship with health, taste, and culture. The enduring appeal of that simple, satisfying fizz is a testament to the fact that sometimes, the simplest things can be the most revolutionary.