Investing in premium still water worldwide

Nov 19, 2018
Acqua Panna presentation

Sanpellegrino, Nestlé Waters’ Italian subsidiary and leader in its category, will invest €70 million over the next three years with the aim of making Acqua Panna Nestlé’s premium still water brand worldwide. Acqua Panna, together with S.Pellegrino, is the gold standard in international gastronomy.

The project includes the launch of a masterplan to redesign the Scarperia e San Piero production site, improve the site’s efficiency and bolster communications to develop the brand internationally. Acqua Panna, which grew 13% in volume in 2017, helped drive the Group’s exports last year. Sanpellegrino closed 2017 with a turnover of €895 million; its turnover grew 7.8% in volume in Europe and 14.8% in volume in Latin America. This is thanks to products like Acqua Panna, S.Pellegrino natural mineral waters and Sanpellegrino branded drinks – symbols of Italian style and taste in the world.

Group photo

“We want to make the Scarperia e San Piero plant even better-performing,” stated Federico Sarzi Braga, President and CEO of the Sanpellegrino Group “to support the business over the coming years and to give an even greater impetus to the internationalisation of Acqua Panna, a brand that has sold more than 300 million bottles worldwide and recorded exponential growth of 25% in volume over the last 5 years. With this investment, we intend to increase production to enter new markets and expand our distribution network in the United States, the United Arab Emirates, Russia and in the 120 countries in which we are currently present.”

“I wish to tell the Sanpellegrino Group how satisfied the Tuscany Region is with the important investment announced today, which will contribute to supporting the development of our region and to further enhancing “made in Tuscany” at international level, via a resource that flows through and is bottled in our region," said Enrico Rossi, President of the Tuscany Region. "I would like to thank all the people who, through their work and dedication, contribute to bringing a product from our Tuscany to tables throughout the world on a daily basis,” he added.

The masterplan, which is essential to boost production efficiency, increasing product availability and creating new formats, involves work to make the existing PET line even more functional and to build a new line alongside it. The factory layout will also be made more competitive with the creation of a new warehouse for product storage. The three-year work plan will kick off next year with work on the production line and will be completed in 2021 with the architectural re-design of the production site and Villa Panna.

This project will also be supported by major investments in communication to further promote the quality, unique nature and origin of Acqua Panna around the world. Acqua Panna has become an emblem of “Made in Italy” and an international vehicle for Tuscan tradition. Its history is intertwined with the Mugello area and with one of the most powerful Florentine families, the Medicis.

Sanpellegrino aims to strengthen the premium positioning of Acqua Panna in the hotel and catering channel and reach a new target in the “out of home” channel through new formats and communication. The first step in this direction is the launch of a new image designed to further enhance the history of the brand and its origins. A more iconic logo that reinterprets the elements of the label: the presence of the “lily”, the date “1564” and the word “Tuscany” with a strong reference to its origins.