Bergamo, March 16, 2012 – Sanpellegrino and the Province of Bergamo proudly announced to the Italian press an innovative joint project to promote the natural historical and cultural beauties of the Bergamo area, where the S.Pellegrino source is located: the production of over 35 millions of S.Pellegrino bottles with a QR code on the label that will enable consumers to watch via smartphone an emotional video about the brand and its "terroir".

The new QR code bottles will be distributed in Italy, USA, Germany, Switzerland, Belgium, in both horeca and retail channels.

The President of the Bergamo Province Ettore Pirovano (in the picture on the left), who attended the event together with many other members of the Local Government and National Parliament of the Italian Republic, expressed his gratitude and appreciation for the Sanpellegrino Company’s commitment and availability.

"It is a due tribute to our water's place of origin and a good example of how private companies and local authorities can work well together to the public benefit" said Fabio degli Esposti, sponsor of the initiative.