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The Whiterock Beverage company: History in Waukesha County
The other day I went with a ride with a friend in the Waukesha County real estate market and as we were going down the street I could see the resonances of buildings along the railroad next to the Fox River. It was not that long ago that the Whiterock Beverage company flourished in the City of Waukesha. Waukesha springs were well known through out the whole country, and the bottling company flourished.  
 White Rock Beverages is currently located in Whitestone, New York. It was originally established in 1871 by a pharmacist named H.M. Colver in Waukesha, Wisconsin. Potawatomi Indians and early residents  believed that the nearby White Rock natural spring had special medicinal powers, so White Rock Beverages started out as destination for vacationers and health seekers. By 1876, the company was bottlingand distributing the natural spring water throughout the country. (Information per Wikipedia)
According to Wikipedia it is White Rock Beverages that is truly credited with the modern image of Santa Claus, and not Coca-Cola  . In the marketing Santa Claus was displayed as an old man in red and white garments. Please read more about this hear, it's very interesting: White Rock Beverages
photo:waukeshacountyhistoricalsociety
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