Several weeks ago, a New York fitness startup, Aaptiv, installed a new, high-tech water cooler in its downtown offices. The five-foot-tall, Internet-connected contraption dispenses still or sparkling water, and still or sparkling flavored water, with hints of fruits and vegetables. In other words, it’s LaCroix on tap. Before the machine arrived, Aaptiv had been swept up in the same post-cola craze that turned the sparkling-with-a-hint-of-pamplemousse beverage, beloved by Midwestern moms, into a pop-culture icon, referenced in Halloween costumes and T-shirts demanding that girls choose “LaCroixs Over Boys.”
“We were going through so many cans of LaCroix every day it was ridiculous,” Aaptiv’s employee-experience manager, Kate Blain, recalled. She discovered Bevi, the company that makes the new water coolers, at a networking event, and campaigned to have her office acquire one.…
