S.Pellegrino Teams Up With Ferrari To Bring Italian Style to a New Generation

S.Pellegrino is raising both its glass and its game by announcing a global partnership with Ferrari.

The 125-year-old sparkling water brand is joining forces with the luxury automaker's Formula 1 team and the Ferrari Challenge Trofeo Pirelli series.

The team-up is what executives describe as a celebration of their shared Italian roots.

This shows how S.Pellegrino is committing to its heritage as a global brand asset, a direction also evident in its “Italian Time” campaign with Diane Morgan and Stanley Tucci.

But more than that, the partnership is also a push to engage younger, style-conscious consumers.

Nestlé Waters & Premium Beverages CEO Muriel Lienau said that the alliance aims to “drive global growth, strengthen S.Pellegrino’s position as a premium lifestyle brand."

She added that another goal of collaborating with Ferrari is to "increase engagement with younger audiences through authentic and innovative brand experiences.”

Echoing this sentiment, Global CMO Elisa Gregori said the initiative is “a natural evolution of our ongoing ambition to elevate the consumer experience.”

On Ferrari’s side, Chief Racing Revenues Officer Lorenzo Giorgetti described S.Pellegrino as “more than a partner.”

"Just as S.Pellegrino refines 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.”

Collaborations like this help legacy brands refresh their meaning without losing their roots.

Bringing the Italian Heritage to Life

Under the brand partnership, consumers can expect co-branded products born from Ferrari’s renowned design center.

This will also come with immersive, digital-first experiences that take us to the worlds of Italian culture, fine living, and motorsport.

Over the coming years, S.Pellegrino will also roll out global events featuring culinary talents, designers, cultural tastemakers, and even Formula 1 personalities.

These initiatives serve as carefully crafted invitations to a lifestyle where taste, style, and performance meet.

The campaign will be supported across digital, print, outdoor advertising, and PR in major cities worldwide, giving the brand a consistent global presence.

S.Pellegrino, founded in 1899 in the Italian Alps, has long been linked to fine dining and elegant occasions.

Its legacy spans generations, from aristocratic guests visiting thermal baths in the early 20th century, to being a staple on tables worldwide today.

The partnership sets the foundation for a steady pipeline of creative work that can evolve as Ferrari and Formula 1 sustain and grow their relevance.

What We Can Learn From This Premium Positioning

S.Pellegrino’s move is showing us well-timed lessons in brand repositioning through heritage and collaboration:

• Partnerships with iconic brands can refresh legacy names for a modern, younger audience.
• Lifestyle positioning is ideal when it's combined with activations that consumers can participate in and interact with.
• Consistent global communications across digital, print, outdoor, and PR establish the elevated brand image.

Now, it's up to S.Pellegrino to maintain its heritage while also winning over the next generation of consumers.

Our Take: Can This Collab Hit the Raceway? 

I'm excited for how this partnership unfolds. It feels like the rebirth of a classic through design and context.

Aligning S.Pellegrino with Ferrari redefines what “premium mineral water” stands for: performance, taste, and Italian style.

If they play their cards right, a simple drink can become a statement accessory at dinner tables, events, or even racetracks.

The challenge will be keeping authenticity alive. Once they start co-branding with luxury cars, consistency matters.

In other news, CeraVe recently announced its new partnership with the NBA as its official skincare and haircare partner. 

See which creative agencies are driving culturally relevant work with the Top Creative Agency at DesignRush.