Acquired at 72.5% by Lmdv Capital, the historic Italian water is renewed. New image, new markets and a 40 million relaunch plan to conquer the premium segment.
There is a new course for Acqua Fiuggi, the oldest among the Italian labels of trace mineral waters, known for generations for its healing properties. Since 2024, the historic brand has entered the orbit of Lmdv Capital, the holding led by Leonardo Maria Del Vecchio, which acquired 72.5% of its shares, starting a phase of profound renewal.
Rebranding is not just an aesthetic choice. It’s a change of vision. Acqua Fiuggi abandons the label of simple therapeutic water to present itself as a symbol of well-being, elegance and Italian style. The new CEO, Luigi Mascellaro, is leading this transformation and has outlined the details of an ambitious 40 million euro business plan: target, triple volumes and revenues by 2028.
«Repositioning Acqua Fiuggi means enhancing a century-old history and transforming it into a new consumer experience – explains Mascellaro -. We are working on every detail: from the glass formats with refined design, to the exclusive presence in the circuits of the hotel chain luxury. We want Fiuggi to become synonymous with excellence, in Italy and abroad».
With a focus on international markets and premium segments, the brand is preparing to return to the forefront. No longer only at the spa or in the pharmacy, but on the most exclusive tables in the world. A new era for water that has made history. And that today he aims to write a new one.
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