1871
White Rock founded in Waukesha, Wisconsin at the site of a bubbling spring coming up 1,400 feet through alabaster white rock — making White Rock one of the oldest beverage companies in the country.

1893
White Rock purchases the rights to “Psyche at Nature’s Mirror” by famed German artist Paul Thumann at the Chicago World’s Fair. The painting comes to symbolize the purity of White Rock products.

1898
White Rock judged most pure at Paris Exposition.

1901
White Rock is featured at the coronation banquet of England’s King Edward VII.

1924
White Rock goes public and lists its shares on the New York Stock Exchange.

1927
Charles Lindbergh launches his historic transatlantic flight from New York to Paris by breaking a bottle of White Rock water over his “Spirit of Saint Louis” monoplane.

1944
White Rock is acquired by National Distillers and then merged with Morgan Beverages, a New York based company founded in 1857.

1947
A new taller and thinner model is chosen to grace the labels of White Rock products.

1952
White Rock is sold to then president Alfred Y. Morgan and new distribution is gained in the finest bars, hotels and restaurants.

1975
Sioux City Sarsaparilla is introduced in a 12-ounce steel can with innovative, action graphics.

1986
Sioux City expands into an embossed brown bottle adding additional flavors and achieving national distribution.

1997
A line of  8-ounce cans is introduced to the healthcare market and achieves national distribution.

2003
The rights to the Olde Brooklyn line of carbonated drinks are acquired.

2005
White Rock launches Organics line using natural fruit extracts and organic pure cane sugar.