La Croix Sticker Shock Gives Me Nose Bleeds

What a difference branding makes for sale-pricing. Before La Croix became a posh, bubbly brand for environmentally-minded, organic-obsessed, uncompromising-to-spend-less Whole Foods sundry shoppers, my wife and I regularly purchased the seltzer. We preferred the no-flavor water for its effervescence and low-sodium content. I remember when, going back just five years, the local Ralph’s sold cases of 24 12-oz cans for $4.99 during summer months.

But now that La Croix is the Apple of bubbly waters, those cans cost lots more. Today, in the same Ralph’s the exact quantity deeply discounted is twice as much—and that’s helluva savings when one case of eight typically sells for what I used to pay for 24. 

These days, we buy Talking Rain sparkling water, in two-dozen lots, from Business Costco, for around $5.49. I do hope the marketers don’t ruin this brand, too. Where will I mix cranberry juice as soda pop substitute, otherwise?

If you buy La Croix because you believe all that BS about the secret recipe behind the added flavors or because your hipster-wannabe-friends drank up at Coachella or you saw the brand featured on the Tonight’s Show—ah, Hell, never mind. You perform a public service for the peons whom you detest for eating red meat or Cheez Whiz from the can: Somewhere, some poor schlep will get overtime pay on the blue, yellow, and orange cans production line thanks to your spending more.

Hey, could that be the dude I saw selling La Croix cheap from the back of a truck in our back alley?  😉