Italian beverage group Ferrarelle is set to expand its footprint in the United States by entering the retail channel with flavored waters, marking a strategic shift from its current presence limited to the foodservice sector. The move comes as the company anticipates closing the year with revenues reaching €250 million and aims for steady growth despite a challenging global environment.
From July, Ferrarelle will begin sales in U.S. supermarkets, focusing on canned flavored waters—a fast-growing segment in the American market, though still relatively underdeveloped in Italy. At the same time, the company continues to strengthen its domestic position by investing in soft drinks and canned water offerings.
Marco Pesaresi, Chief Executive Officer since 2021, outlined the company’s strategy in an interview with Il Sole 24 Ore. Ferrarelle currently ranks as the third-largest Italian group by value and volume in the Horeca segment, and third by value and fourth by volume in retail sales. “For 2026, we have set ourselves a target of approximately 4% revenue growth,” said Pesaresi. “These were early-year estimates that did not take into account current complexities, but in the first three months, we are in line with this target and believe we can achieve it, perhaps with a different mix—slightly more exports and slightly less domestic market.” He acknowledged that international conditions remain uncertain: “It is too early to revise our estimates, but we remain confident.”
Ferrarelle’s U.S. retail debut will be supported by a partnership with a major distributor, with three product lines scheduled for launch. The initiative reflects a broader ambition to capitalize on the strong reputation of Italian mineral water abroad. “We are building a partnership with a major distributor to launch three product lines,” Pesaresi revealed. While tariffs and market pressures continue to weigh on the sector, the company sees significant growth potential overseas: “The ripple effect of tariffs is being felt, especially in a compressed market such as mineral water, but Italian mineral water in the U.S. is mineral water by definition, so there is considerable room for development.”
As Ferrarelle positions itself for international expansion, its dual focus on export growth and product innovation underscores a strategy aimed at navigating global headwinds while leveraging brand strength in premium markets.
L’articolo Ferrarelle Targets U.S. Retail Expansion with Flavored Waters proviene da Italianfood.net.