LaCroix Is *Finally* Legal In Massachusetts, So Break Out The Bubbly Water
This article was updated for clarity on July 18, 2019.
Time to pop some bubbly—water, that is. LaCroix is officially legal in Massachusetts. Consumer Reports has announced the cult-favorite sparkling water brand has received a permit from the state to begin selling again.
If you're all like, "ummm, what? Since when was it not legal?" I'll backtrack. In June, CR revealed that technically LaCroix sales were unlawful. Massachusetts requires carbonated water companies to submit a quality test, and up until now, they had failed to do so.
The stakes were kinda high, too. Had they delayed, the state could impose fines or institute an actual ban on the bubbly. But alas, they followed through. The only problem? We still haven't seen that water-quality report. "The state has still not responded to CR's public records request seeking results of the most recent quality test results for LaCroix," the outlet said.
Cheers to summertime with your #sparklesquad! ☀️✨
A post shared by LaCroix Sparkling Water (@lacroixwater) on Jul 6, 2019 at 7:30am PDT
Things are not looking so hot for them right now, and not just in Massachusetts. In May, an analyst for Guggenheim described sales as "effectively in free fall," according to Food & Wine. Shares are down to $43 (they came in at $124 in September) and are now at their lowest since 2016.
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