S.Pellegrino is turning the luxury up to 11, announcing a global, long-term partnership with Ferrari.
It combines two of Italy’s most recognisable brands in a collaboration designed to elevate S.Pellegrino’s lifestyle credentials and strengthen its appeal among younger consumers.
The partnership spans Scuderia Ferrari HP and the Ferrari Challenge Trofeo Pirelli, marking a significant move for the sparkling mineral water brand as it expands its global presence through motorsport and premium cultural experiences.
Nestlé Waters and Premium Beverages CEO Muriel Lienau said the alliance unites the brands’ shared values and lays the foundation for growth.
“S.Pellegrino and Ferrari are deeply rooted in a rich Italian tradition. This alliance leverages their iconic status and cultural relevance to drive global growth, strengthen S.Pellegrino’s position as a premium lifestyle brand, and increase engagement with younger audiences through authentic and innovative brand experiences.”
A shared tradition of craft and cultural influence
S.Pellegrino, which has been bottled for more than 125 years, sees the partnership as a natural extension of its purpose of inspiring people to bring their best to everyday life.
The collaboration aligns two brands linked by heritage, craftsmanship and a global reputation for performance and creativity.
The partnership will see co-branded consumer experiences worldwide, including exclusive product collaborations developed with Ferrari’s design centre and digital-first activations that blend Italian culture with modern lifestyle aesthetics.
These initiatives, S.Pellegrino says, reflect its belief that taste and creativity can transform daily moments into meaningful experiences.
Global events designed for a new generation
S.Pellegrino will also launch a multi-year global events series that brings together culinary innovators, designers, cultural tastemakers and Formula 1 personalities.
These events are intended to inspire younger consumers by fostering creativity and offering experiences rooted in meaningful connection.
Elisa Gregori, Global CMO for Nestlé Waters and Premium Beverages, said the collaboration reflects a shared ambition.
“This partnership is a natural evolution of our ongoing ambition to elevate the consumer experience, rooted in our common belief that life is richer when lived with depth and meaning. Both brands share a passion for creating moments that matter – moments defined by quality, beauty, and connection – and this partnership invites consumers to embrace the best of life. We have united the best of Italy so that you can bring yours.”
Ferrari Chief Racing Revenues Officer Lorenzo Giorgetti added that the alignment goes beyond commercial interests.
“Ferrari has always drawn strength from the Italian spirit, founded on craftsmanship, beauty, and the constant pursuit of improvement. In S.Pellegrino we find more than a partner: we see an expression of the same values that guide us: passion, attention to detail, and the desire to elevate every experience.”
“Just as S.Pellegrino refine the everyday into something special, we strive to push performance further, race after race. United by heritage and vision, we aim to bring fans and consumers experiences that feel unmistakably Italian and boldly future-driven, building a connection with the next generation rooted in what we proudly share.”
The announcement will be supported by a global communications rollout across digital, print, outdoor and PR channels in key markets.