In February 1980, the G. Heileman Brewing Company, of La Crosse, Wisconsin, introduced LaCroix as one of the first "Anti-Perrier" brands. Meant to appeal to sparkling water consumers who were put off by Perrier's "snobbish positioning", LaCroix marketed to its niche by imaging itself as an "all occasion" beverage.

Originally made in Wisconsin by a local family-owned brewery, the brand was named for its local roots. “La” was taken from the city of La Crosse, and “Croix” hails from the beautiful St. Croix River which flows between Wisconsin and Minnesota.