Italian Sparkling Water Plans to Burst Pellegrino’s Bubbles

Water wars!

Italy's top sparkling mineral water, Ferrarelle, is planning a massive takedown of all other fizzies, especially San Pellegrino, with a spillage into the U.S. market. The marketing campaign recently kicked off at the Leopard at des Artistes. There, Ferrarelle enlisted the "World's Best Sommelier," Luca Gardini, to give a “water appreciation” tasting, where he asked people to notice the water's texture and scent. Ferrarelle believes we need to pay more attention to the carbonation, studying the bubbles the way one would with a nice bottle of Champagne. Because it's totally as much fun. [Drinks Business]