Executive Briefing

Has LaCroix already peaked?

The fad was always easy to spot. But was that really it?

LaCroix stock chart FIZZ
FIZZ share price / Illustration

LaCroix’s rise over the past five years has been incredible — a real cultural sensation that helped drive the growth of sparkling water as a major beverage category.

But shares in its parent company, National Beverage Corp., have fallen 45% since early February — back to late-2016 prices — mostly because it’s looking like LaCroix’s growth run is coming to an end.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive Executive Briefing. Thanks in advance.

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