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).

[7] In 2002, National Beverage sought to rebrand LaCroix and ended up settling on a design that was "least favored by management" but won over target consumers in a "landslide".

But when U.S. sugary-soda sales plummeted to a 30-year low in the spring of 2015,[9] National Beverage took the opportunity to expand their consumer base by launching a social media marketing campaign targeting millennials.

[10][11] 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.

[16] In October 2018 a class action lawsuit was filed by Chicago law firm Beaumont Costales regarding the "all natural" branding,[17] claiming that LaCroix uses synthetic ingredients including ethyl butanoate, limonene and linalool propionate.