In its more than 140-year history in the beverage marketplace, White Rock Beverages has gone through its own evolution. Founded as a mineral water company in 1871, the company added mixers to its portfolio in the middle part of the last century, says Larry Bodkin, president of the Whitestone, N.Y.-based company.
When he was a kid, Bodkin remembers the flavored carbonated beverages like Cream Soda and Black Cherry as being a focus in the market. But within the last 10 years, that focus has shifted to mixers and seltzers, Bodkin notes.