White Rock Beverages
White Rock Beverages is an American beverage company. The formal name of the company is White Rock Production Corporation. The company is located in Whitestone, New York. The company was established in 1871 by a pharmacist, H.M. Colver in Waukesha, Wisconsin.
In 1871, the founder of White Rock, the pharmacist named H.M. Colver bought the natural spring and its surrounding at White Rock which was 60 acres of land in Waukesha, Wisconsin. The Locals who were Potawatomi Indians and settlers were under the belief that the spring’s sparkling mineral water, which filtered through 1,400 feet of white magnesium rocks, held some medicinal power or value. Investing money on this legend, Colver landscaped the grounds, built a pavilion and promoted the spring as a destination for vacationers and health seekers. A steamboat was there to carry passengers to the grounds which were completed with spring house and later a health hotel. Hence White Rock Beverages started out as a destination for vacationers and health seekers. The company around 1876 started to bottle the natural spring water and distribute it throughout the country.
The company was looking for a trademark. In 1893, the company came upon one at the Chicago World Fair. There was a painting which was titled “Psyche at Nature’s Mirror”. It was by a German artist named Paul Thumann who depicted a young woman, Psyche, kneeling on an alabaster rock and seeing her reflection in a pure, clear pool of water. This was appropriately symbolic of the natural water bottled at the Waukesha spring. Psyche has now represented the White Rock Company for over 110 years.
White Rock Beverages by 1923 became one of the largest producers of Mineral Water in the U.S. Apart from mineral water the company also produced Ginger ale and other soft drinks. In 1923, the value of the company’s property was valued at around Seven million Dollars which included land holdings and bottling plants. In 1941 White Rock soft drinks was called White Rock Mineral Springs Company. Few of the other products from White Rock are as follows:
- Seltzer: Plain
- Mandarin Orange
- Lemon Lime
- Black Cherry
- Raspberry
- Mixers: Club Soda
- Diet Ginger Ale
- Ginger Ale
- Diet Tonic Water
- Tonic Water
- Organic: Passion Orange
- Raspberry Crème
- Red Peach
- Soda: Cream Soda, Black Cherry, Root Beer, Grape, Orange, Lemon-Lime, Cola.
Here is some historical background of the company:
- 1898: White Rock is judged most pure at Paris Exposition.
- 1901: White Rock is featured at the coronation banquet of England’s King Edward VII.
- 1924: White Rock goes public and lists its shares on the New York Stock Exchange.
- 1927: Charles Lindbergh launches his historic transatlantic flight from New York to Paris by breaking a bottle of White Rock water over his “Spirit of Saint Louis” monoplane.
- 1944: White Rock is acquired by National Distillers and then merged with Morgan Beverages, a New York based company founded in 1857.
- 1947: A new taller and thinner models are chosen to grace the labels of White Rock products.
- 1952: White Rock is sold to then president Alfred Y. Morgan and new distribution is gained in the finest bars, hotels and restaurants.
- 1975: Sioux City Sarsaparilla is introduced in a 12-ounce steel can with innovative, action graphics.
- 1986: Sioux City expands into an embossed brown bottle adding additional flavors and achieving national distribution.
- 1997: A lines of 8-ounce cans is introduced to the healthcare market and achieves national distribution.
- 2003: The rights to the Old Brooklyn line of carbonated drinks are acquired.
- 2005: White Rock launches Organics line using natural fruit extracts and organic pure cane sugar.
- Ramyajit Gupta
Tags: beverages, drinks, rock, soft drinks, white, white rock beverages
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