White Rock Beverages

White Rock Beverages

Company type	Private
Industry	Beverage
Founded	1871 in Waukesha, Wisconsin, United States
Founder	H.M. Colver
Headquarters	Whitestone, Queens, New York City , United States
Products	Carbonated waters, mixers, organic beverages, sodas (including brands White Rock, Sioux City, Olde Brooklyn)

White Rock Beverages (officially White Rock Products Corporation) is a U.S.-based drink manufacturer with its headquarters located in Whitestone, Queens, New York City. Established in 1871 by pharmacist H.M. Colver in Waukesha, Wisconsin, the firm initially promoted the reputed health benefits of the nearby White Rock natural spring. By 1876, White Rock had expanded to bottling and distributing spring water across the country, securing an early foothold in the natural beverage market.

Marketing with Santa Claus

Although Coca-Cola is widely recognized for popularizing Santa Claus's red-and-white outfit, White Rock actually incorporated Santa into its advertising campaigns earlier. Starting in 1915 to market mineral water and later extending to ginger ale in 1923, White Rock utilized Santa Claus as a central promotional character, showcasing a forward-thinking branding strategy within the beverage sector.

Drink maker history

By 1923, White Rock Beverages ranked among the largest mineral water producers nationwide and had broadened its product line to include ginger ale and other soft drinks. The company's assets—including land and bottling facilities—were valued at approximately $7.3 million. By 1941, it operated under the name White Rock Mineral Springs Company.

Psyche logo

For over 120 years, White Rock has featured the Psyche figure as its emblem, having acquired rights to Paul Thumann's artwork Psyche at Nature's Mirror at the 1893 Chicago World's Fair. This distinctive logo has played a significant role in establishing brand identity and competitive positioning.

Brand portfolio

White Rock Beverages provides an extensive selection of products designed to appeal to various consumer tastes:

• White Rock*: Carbonated waters available in Plain, Lemon-Lime, Mandarin Orange, Black Cherry, Raspberry, Cucumber, and Watermelon flavors; mixers such as Ginger Ale, Diet Ginger Ale, Club Soda, Tonic Water, and Diet Tonic Water; organic varieties including Passion Orange, Raspberry Crème, and Red Peach; plus sodas like Cola, Root Beer, Cream Soda, Lemon-Lime, Orange, Grape, and Black Cherry.

• Sioux City*: Features its signature Sarsaparilla ("The Granddaddy of all Root Beers") alongside Diet Sarsaparilla, Root Beer, Birch Beer, Ginger Beer, Cream Soda, Black Cherry, Orange Cream, Prickly Pear, Berry Berry (a blend of blueberry and raspberry), and Cherries 'n Mint.

• Olde Brooklyn*: Comprises Williamsburg Root Beer (with a diet option), Bay Ridge Birch Beer, Coney Island Cream Soda (and diet version), Flatbush Orange Soda, Greenpoint Grape Soda, Red Hook Raspberry, Brighton Beach Black Cherry, and Park Slope Ginger Ale.

This broad assortment supports White Rock’s expansion by addressing diverse preferences across multiple beverage categories.

In popular culture

During Prohibition-era speakeasies, White Rock was a favored choice and frequently appeared in literature and cinema. In Carroll John Daly’s 1927 mystery The Egyptian Lure, detective Race Williams cautiously requests White Rock due to concerns about product authenticity. Likewise, the beverage features as a dependable option in 1929’s The Tag Murders.

In pre-Code Hollywood films such as Men Call It Love and Lonely Wives (1931), White Rock is portrayed as a commonly consumed drink underscoring its brand prominence. Literary mentions include James M. Cain’s The Postman Always Rings Twice, where the narrator combines bourbon with White Rock water; Rex Stout’s 1935 novel The League of Frightened Men also references it as a preferred whiskey chaser.

Wallace Thurman’s The Blacker the Berry depicts White Rock as a popular beverage choice within a Harlem cabaret during Prohibition. In Paul Auster’s novel 4321, the iconic image of the White Rock girl represents a significant turning point in the protagonist’s life.

Additionally, White Rock Sparkling Water earned notable advertising exposure by being featured as the inaugural advertisement in Gourmet magazine’s January 1941 issue, highlighting its market visibility.