Ferrarelle +25% in 5 years and now focuses on the USA with investment and innovation
While the wine market slows down, the mineral water market not only stands up but accelerates. In 2024, the sector reached €3.5 billion in Italy, up 25% compared to €2.8 billion in 2019. Mineracqua, the reference association for the sector, reveals. The boom is not only supported by price increases – a direct effect of soaring raw material costs – but also by a renewed awareness on the part of consumers: water is no longer just a commodity, but a valuable asset. “Water is the gold of the future,” says Carlo Pontecorvo, president and CEO of Ferrarelle, a historical and expanding Italian group.
Ferrarelle, which accounts for more than 8% of the retail market behind giants such as Nestlé (San Pellegrino), Sant’Anna and San Benedetto, now has over 428 employees and operates plants in Riardo (Caserta) and Darfo Boario Terme. Among its brands: Vitasnella, Fonte Essenziale, Electa and Boario. And 2024 closes with solid figures: revenues up 3% to 241 million euros and over one billion liters sold. EBITDA stood at €24.1 million, confirming the persistence of marginality even in a challenging economic environment.
But the real shot is expected in the next few years. With €60 million invested from 2021 to the present, Ferrarelle is preparing to double its exports, from 2% to 5% of its turnover by 2027. The United States is the main target of this internationalisation phase. To do so, the group focused on innovation: from the expansion of the can line (with a capacity of 18,000 units per hour) to new products such as Electa, a mineral water with distinctive organoleptic qualities. The can is popular abroad, especially overseas, where it is synonymous with practicality and ecological appeal.
In 2022, the group also sold its PET recycling plant to French company Aloxe, while maintaining a recycled content share of at least 30% in its bottles. At the same time, the company has accelerated on diversification of aluminum packaging, more sustainable and consistent with growing international demand.
Another pillar of the strategy is the exploitation of human capital. All employees receive a performance premium of around 3,000 euros per year, convertible into welfare. “A direct lever to increase purchasing power and share the fruits of efficiency,” explains Pontecorvo. Ferrarelle has also opened the doors to external managers and initiated a structured generational transition: within a short time, the shares now held by Carlo Pontecorvo and Linda Ricciardi (52% of the capital) will pass to their three sons Michele, Adriana and Carlotta, each with 33% through a family pact already in preparation.
The company has also been able to build value through research. Last November, a cutting-edge laboratory was inaugurated in Riardo in collaboration with the startup Sanidrink (of which Ferrarelle owns 60%), in partnership with Materias, a company chaired by former CNR head Luigi Nicolais. The goal? To develop antimicrobial materials for food packaging, medical devices and baby products.
It is no coincidence that Pontecorvo, a former surgeon and long-time entrepreneur, has led the rebirth of an Italian brand among the most recognizable in the food & beverage sector. “We have always invested massively in industrial plants, over 100 million since my arrival. Today we are ready for the leap in quality,’ he says with conviction.
The story of Ferrarelle is an example of how an Italian family business can become a global player while remaining true to its identity. In a mature market such as mineral water, the double-digit growth recorded over five years is not an accident but the result of a clear vision: to invest in innovation, supply chain, sustainability and human resources.
Ferrarelle was able to create a virtuous model, combining the territorial roots with international projection. It has defended the value of water as a common good, protecting sources and investing in research. But above all, it has shown that Made in Italy is not only fashion and design, but also industrial excellence and social responsibility. At a time when Italy is looking for new symbols of its know-how, Ferrarelle confirms itself as an authentic ambassador of a future that knows quality, culture and innovation.
Cover : Ferrarelle