Ferrarelle USA, the US based business unit of the popular Italian mineral water brand, has announced a strategic partnership with Atalanta Corporation, one of the largest master distributor/importers of specialty food and beverages in the world, effective Jan 1. The company says the partnership is unanimously supported by all Ferrarelle distributors and is a major step supporting the strong growth path already established for the mineral water company in the US and shows a growing commitment to presence in America.
The partnership with Atalanta will allow Ferrarelle USA to leverage its growing brand equity in the US beverage and specialty foods market, which has resulted from an integrated marketing strategy begun in July 2011 that has included sponsorships, public relations, sales promotions and active event marketing. Director of Ferrarelle USA Ron Salerno, who has planned and managed the US brand development, says, “Atalanta is the perfect partner for Ferrarelle at this stage of growth. It has become necessary to avail of greater horsepower and infrastructure to support our planned expansion. We're confident that our business will get to the next level even faster with Atalanta expertise and support.”
Tom Gellert, President of Atalanta Corporation, adds, “We've been looking for a prominent global water brand to enter the mineral water business for a while and in Ferrarelle we're confident we've found the right partner. The product is of the highest quality and the company is very progressive in its marketing.”
The expansion of Ferrarelle into new retail outlets will be supported by Atalanta's national sales team who will work in conjunction with Ferrarelle brand ambassadors to educate consumers on the water preferred by Italy's top chefs and restaurateurs for its unique natural properties. Ferrarelle is one of the major sponsors for internationally renowned wine and culinary events such as Slow Wine, Vinitaly and Cochon 555, New York Fashion Week, Il Volo, Concorso Italiano, Golden Glass San Francisco.
As part of future expansion plans, Atalanta will warehouse Ferrarelle in additional stocking locations beyond existing facilities in NJ and CA.