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LaCroix or La Croix (/ləˈkrɔɪ/ lə-KROY) is an American brand of sparkling water that originated in La Crosse, Wisconsin, by G. Heileman Brewing Company and is now distributed by National Beverage Corporation. Their flavors include various fruits and fruit blends. In February 1980, the G. Heileman Brewing Company, of La Crosse, Wisconsin, introduced LaCroix as one of the first "Anti-Perrier" brands. Meant to appeal to sparkling water consumers who were put off by Perrier's "snobbish positioning", LaCroix marketed to its niche by imaging itself as an "all occasion" beverage.