潜水简介:
- National Beverage Corporation, maker of LaCroix sparkling water, blamed "injustice" for much of its disappointing third-quarter sales resultsreleased last week。Quarterly sales fell for the first time in five years,《华尔街日报》指出, and the company's share price dropped 14.7% on March 8.
- While National Beverage Chairman and CEO Nick Caporella apologized for the third-quarter results, he didn't explain the source of the alleged "injustice" in the earnings release. But it likely relates toa class-action lawsuit filed last year- 和另一个在一月份提交- 声称“自然精致” Lacroix包含non-natural and synthetic compounds.
- 卡普雷拉在新闻稿中说：“管理品牌与照顾残障人士没有什么不同。”“品牌看不到或听到，因此他们的主人或护理提供者的摆布必须保留品牌示例的尊严和特殊特征。
潜水见解：
Lacroix很长一段时间以来一直处于风味闪闪发光的水趋势的最前沿，但它不再是街区唯一的孩子。许多竞争对手已经出现了挑战品牌。这些诉讼可能也破坏了其声誉，首席执行官的责备游戏似乎没有帮助。
根据MarketWatch, a company spokesman澄清了第三季度收益报告中提到的“不公正” Caporella指的是集体诉讼投诉。发言人还讲话much-criticized remarkthat managing a brand was similar to "caring for someone who becomes handicapped" by saying the CEO meant "it just requires a lot of tender, loving care."
Dominating a popular niche such as sparkling water inspires other beverage companies to try and knock a product off its high perch — and there have recently been a number of these efforts. Some of the larger competitors challenging LaCroix包括百事可乐的泡沫以及最近获得的SodaStream; Topo Chico, the Mexican sparkling water brand Coca-Cola于2017年获得; and Nestlé's regional闪闪发光的春水线。
Lacroix仍然是该领域的主要参与者。根据最近的排名Lacroix的Pamplemousse风味（法语为“葡萄柚”）的闪闪发光水品牌，在列表中排名第三，只落后于凹陷'，在凹陷中添加了``凹陷''在顶部含有大麻提取物和适应剂的火花，并落在了顶部的位置和百事可乐的泡沫状水中的水。综艺选手排名第二。
LaCroix says its products are "naturally essenced," yet the legal complaints assert they contain synthetic ingredients.The 2018 lawsuitstated these includeethyl butanoate,柠檬烯，Linalool和Linalool丙酸酯，该Linalool被用作蟑螂杀虫剂。公司有否认这些主张和says the flavors in LaCroix come from natural essence oils derived from fruit. National Beverage recently stated in a食品导航员报告的法院申请that lab tests prove claims made in the more recent lawsuit are false.
尽管如此，更好的趋势可能会伤害Lacroix，因为该产品仅列出了两种成分 - 碳酸水和自然风味 - 以及there is no Food and Drug Administration definitionof "natural" to help consumers understand what that means. Removing the term from product labels might help manufacturers avoid lawsuits, but then sales could drop because plenty of consumers want to buy natural products.
看到国家饮料如何使Lacroix恢复首位，这将很有趣。进展可能取决于诉讼的结果。如果他们俩都被解雇，则可以帮助公司恢复失去的市场份额。同时，对成分列表的变化可能是确保消费者在Lacroix产品中没有合成物质的好举措。鉴于当今的透明度趋势，没有公司希望客户质疑其产品的成分。
下一步可能是Caporella退休，而且由于他不仅是董事长兼首席执行官，而且是国家饮料的控股股东，因此尚不清楚他是否可以被迫退出。然而with金融时报呼吁收益发布a possible addition to "the pantheon of all-time bizarre public company interactions" — Caporella might have become more of a liability than LaCroix and National Beverage can handle.
