Jeweller Bulgari gives S.Pellegrino mineral water an extra touch of class

PUBLISHED : Friday, 09 December, 2011, 12:00am
UPDATED : Friday, 09 December, 2011, 12:00am


It must be a challenge for marketing folks to promote a bottle of water. What product could possibly be plainer? One way of doing it, as Italian mineral water brand S. Pellegrino discovered, is to glam it up with a touch of high fashion.

After a collaboration with fashion house Missoni, S. Pellegrino has paired up with luxury jeweller Bulgari. Each limited edition bottle being produced is adorned with a gemstone label inspired by a piece of Bulgari jewellery.

Although only available to buy in Bulgari boutiques, the special editions are also being served in exclusive fine-dining restaurants and hotels such as Bo Innovation, L'Atelier de Joel Robuchon and Amber in the Landmark Mandarin Oriental until early next year.

For the Hong Kong launch, the brand held a cocktail reception on Tuesday at the Space gallery on Hollywood Road. Celebrity chefs including Umberto Bombana, whose restaurant 8 1/2 Otto e Mezzo recently gained three Michelin stars, and Chris Keung, a top chef at Bo Innovation, were at the event.

'S. Pellegrino differentiates itself from other sparkling water because it has a very moderate taste and bubbles that won't overpower the taste of the food,' said the brand's regional manager, Anthony Lam. 'It cleanses your palette between each course.'

While a few raised a glass of champagne rather than sparkling water, the guests were wowed by the canap?s of Amber's two-Michelin-star chef, Richard Ekkebus.