A Proud American Heritage
Our story dates back to 1871. Ulysses S. Grant was president, Jesse James was robbing banks, and Mrs. O'Leary's cow kicked over a lantern and managed to burn down much of Chicago. Yes, those were tempestuous times. And not far away, in Waukesha, Wisconsin, pharmacist H.M. Colver formed the White Rock Company to sell local spring water that the Potawatomi Indian tribe believed had special medicinal powers. In 1952, Alfred Morgan, grandson of the founder of Morgan Beverages (est. 1858), purchased White Rock. For five generations total, our family has proudly crafted and bottled high-quality beverage products right here in the United States.
A few highlights in White Rock’s storied history…
Magical Water (1871)
H.M. Colver named and developed the White Rock Spring in Wakeesha, WI and started bottling and selling its water. The site had previously been frequented by the Potawatomi Indians who valued the waters for their legendary healthful qualities.
The White Rock Girl (1894)
Psyche made her debut on our labels in 1894. And while she’s gone through some changes, she’s still one of the most recognizable icons in America. More on Psyche in The Story of Psyche.
Santa’s First Sip (1920’s)
(A little whisky and White Rock water to decide who’s naughty or nice!) Coca Cola claims they first used Father Christmas back in 1931. But here he is in the 1920’s enjoying a White Rock and whiskey on us.
Holy White Rock! (1924)
Famed socialite, Gloria Vanderbilt, was baptized with White Rock Water. Her mother wanted to have her baptized. Her father, “a bon vivant”, wasn’t on the same page. Baptizing her with his favorite sparkling water goes down in history as one of the greatest marriage compromises!
Sends off The Spirit of St. Louis (1927)
Charles Lindbergh launched his “Spirit of St. Louis” flight with a bottle of White Rock Sparkling Water. As a result, our reputation for making sophisticated mixers reached new heights.
“Hey There White Rock Girl” (1966)
Our first and only chart topper, we rewrote the tune, “Georgy Girl”, for a White Rock radio commercial. The song dropped in 1966 and ran through 1968.
“A Good Sarsaparilla” (1998)
Grabbing a cameo in the movie, The Big Lebowski, our Sioux City Sarsaparilla was far from a scene stealer, but we definitely had 15 seconds of fame.
Olde Brooklyn Sodas join White Rock (2004)
Not too long ago we asked Olde Brooklyn Sodas to become a member of the White Rock family. The answer was yes, but it is the 21st century, so they decided to keep their name.
Mixing with the Best(2019)
White Rock launched its new line, Premium Mixers. They are caps and bottles above the rest. We have high hopes for these too to host voyages, baptize babies and of course make many many many great cocktails!
Check out Facebook’s White Rock Collector’s Group to check out memorabilia that’s vintage White Rock Americana.
White Rock Facebook Collectors Group