Il brand San Pellegrino nel mercato nazionale e internazionale (XX secolo)

[Autom. eng. transl.] The contribution aims to analyze the use of the brand and the brand in the consumer beverage sector, through the San Pellegrino case study. The research focuses on mineral water which in the course of the twentieth century became a specialized consumer good. Water as a "produced and packaged" consumer good historically has distinctive characteristics linked primarily to the centuries-old experience of thermal baths and to the more general concept of health and well-being. In the second half of the century, technical innovations in water composition and bottling systems have made mineral waters become consumer goods. In this sense, the companies in the sector have launched strategic actions to promote their products and to protect their innovations, as well as to create strategic positions in the domestic and international market. The research also highlights that this evolution in the mineral water sector took place thanks to an imitative / competitive process with other European countries and primarily with France. The essay focuses on the case of San Pellegrino, a leading Italian company in the sector, to examine the company's development and growth strategies. In the experience of the Lombard company, the transformation into an industrial product certainly concerns the production technique but appears more connected to the ability to grasp the change in nutrition and, subsequently, to the conception of a brand linked to Italian-style fine dining. This facilitates the maintenance and development of an international sales network.