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LaCroix CEO compares managing brand to 'caring for someone who becomes handicapped'


FORT LAUDERDALE, Fla. (WJLA) β€” In a strange Thursday press release for popular sparkling water brand LaCroix, National Beverage Corp. CEO Nick Caporella apologized for the company's quarterly earnings and compared his role to caring for a disabled person.

"We are truly sorry for these results stated above. Negligence nor mismanagement nor woeful acts of God were not the reasons – much of this was the result of injustice!" Caporella wrote, faulting the new tax law enacted in 2018 as one of the reasons for the numbers in the report. "Managing a brand is not so different from caring for someone who becomes handicapped. Brands do not see or hear, so they are at the mercy of their owners or care providers who must preserve the dignity and special character that the brand exemplifies."

He went on to say that he believes LaCroix is a unique brand and that its customers would ultimately remain loyal to drinking the beverage.

"Just ask any LaCroix consumer . . . Would you trade away that LaLa feeling? β€˜No way, they shout – We just love our LaCroix!’ I am positive they respond this way each and every time,” Caporella said.

The press release concluded with: β€œPatriotism” – If Only We Could Bottle It!

National Beverage Corp. distributes several other drink brands besides LaCroix, including Shasta and Faygo.


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