Acqua Minerale San Benedetto, one of Italy’s leading beverage companies, has launched a major visibility campaign in Times Square, aiming to strengthen its presence in the U.S. and reinforce its positioning as a premium Italian brand.
In June and November, San Benedetto will feature on Times Square’s iconic digital billboards with a 15-second advertisement running hourly, 24 hours a day. The campaign marks a significant investment in international brand awareness at one of the world’s most photographed locations, widely seen as a global hub of commerce, culture, and innovation.
The billboard spot highlights two of the company’s flagship products: San Benedetto Prestige, a mineral water line recognisable by its distinctive window-and-rose design; and San Benedetto Millennium Water, an ultra-premium range aimed at the Horeca sector. Sourced from a protected aquifer located 236 metres below ground and untouched for over 5,000 years, Millennium Water is positioned as a product of exceptional purity, with a nitrate content below 0.0001%.
The Times Square initiative coincides with San Benedetto’s participation in the Summer Fancy Food Show 2025, North America’s largest food and beverage trade show. Taking place from 29 June to 1 July at New York’s Javits Center, the brand will exhibit in the Italy Pavilion (Stand 2822, Level 3), in collaboration with the Consorzio Italia del Gusto.
In addition to showcasing its mineral water portfolio, San Benedetto will present new offerings designed for the out-of-home and premium hospitality markets. These include a 0.5L glass bottle format, part of the Prestige range; the Mito Collection, a PET line distinguished by minimalist design in 0.5L and 0.75L sizes; and a new Extra Sparkling canned format, intended to offer a more intensely carbonated drinking experience with a contemporary aesthetic.
Also on display will be the San Benedetto Tower line—targeting the high-end restaurant sector—and the Passione Italiana soft drinks, which draw on Italian flavours and ingredients. Sampling activities at the stand will provide U.S. buyers and distributors with an opportunity to engage directly with the brand and its product range.