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. Sioux City Beverages and Olde Brooklyn Sodas round out the White Rock Line. White Rock is a trusted brand with a stellar reputation for purity, integrity, flavor and value — a brand as American as the spring from which White Rock originally flowed. Purity, integrity, flavor and value for 149 years!
From Waukesha, Wisconsin to Whitestone, Queens, a few highlights in White Rock’s storied history…
A Magical Medicinal Elixir is born (1871)
Pharmacist 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.
Psyche becomes the White Rock Girl (1893)
White Rock has been known throughout its history by its iconic logo, Psyche. It all started in 1893 when the owners of White Rock purchased the painting “Psyche at Nature’s Mirror” at the Chicago World Fair. She debuted on labels in 1894 and has remained there ever since. More on Psyche in The Story of Psyche.
Santa appears as a red-suited plump character (1920’s)
A little whisky and White Rock water to decide who’s naughty or nice! White Rock runs ads in Life Magazine’s Christmas issues featuring a red-suited plumb Santa. There’s a lot of back and forth over who first used Santa Claus to sell consumers something during the holiday season. Coca Cola companies state that their artists created the image in 1931. White Rock ads with St. Nick ran in the 1920’s in Life. White Rock Santa ads also appeared all the way back in 1915 in the San Francisco Examiner. You figure?!!
A White Rock Welcome! (1924)
Gloria Vanderbilt is christened with White Rock Water. Her mother was Catholic and her father was a “bon vivant”. 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. A beverage immediately identified in the public mind as a touch of class.
“Hey There White Rock Girl” (1966)
Georgie Who? White Rock rewrote the tune, "Georgy Girl" to come up with one of the most memorable 1960's radio commercials. It debuted in 1966 and ran through 1968.
“A Good Sarsaparilla” (1998)
Sioux City Sarsaparilla is featured in The Big Lebowski. The film goes onto to legendary status . .. we credit some if its success to the scene in this video clip.
Olde Brooklyn Sodas join White Rock (2004)
Olde Brooklyn Sodas join White Rock - includes Coney Island Cream which is often noted as “The Best Cream Soda in the World”!
Premium Mixers!(2019)
White Rock launches its new line, Premium Mixers. They’re made with high end ingredients and have no preservatives, artificial colors or sweeteners. We have high hopes for this too to host voyages, baptize babies and of course make many many many great cocktails!
For more info on the vast history of White Rock Beverages, visit our friends at whiterocking.org. This is an organization of people who just love the brand and have built a following of people throughout the U.S. who have memorabilia that even we haven’t seen. Also, check out Facebook’s White Rock Collector’s Group…... many, many great White Rock images!
Whiterocking.org
White Rock Facebook Collectors Group