Acqua Sant’Anna: 30 years of art, social welfare and ‘educational’ communication
To mark the company’s 30th anniversary, contemporary art, social welfare and communication have become the tools through which Acqua Sant’Anna conveys a corporate culture that combines industrial growth with a focus on people, the local community and public engagement
A journey spanning three decades that has transformed a Piedmont-based company into a national player, not only in the mineral water sector but also in the evolution of the corporate culture model. In 2026, Acqua Sant’Anna will celebrate 30 years in business by integrating contemporary art, sustainability and social responsibility into its corporate vision. The latest step in this journey of ‘corporate culturalisation’ – a journey into the world of art featuring significant collaborations between artists and the company – is the Call for Artists launched in partnership with ArtàPorter. The project saw Giovanna Quaratino’s work ‘Oltre il respiro’ emerge as the winner, selected to feature on the new and exclusive Tetra Pak bottle dedicated to the 30th anniversary. The theme, ‘Lightness’, has always been the brand’s founding value.
This bottle, along with the new aluminium and glass formats, was introduced following the acquisition of the French company Eau Neuve and are key to a multi-channel distribution strategy capable of covering every consumption occasion and market, with sustainable and recyclable packaging.
“For us, celebrating thirty years of success means looking to the future without losing sight of our core values,” says Cristiana Genta, Marketing & Communication Director at Acqua Sant’Anna. “The Call for Artists demonstrates how art can serve as a vehicle for powerful messages such as sustainability. The winning artwork transforms the packaging into a manifesto of beauty and respect for nature.” The initiative also strengthens the company’s long-standing ties with great artists such as Lodola, Nespolo, Pupella and Ciffo. Sant’Anna’s vision, inspired by the Olivetti model, is also reflected within the company. Under the leadership of its founder, Alberto Bertone – who passed away prematurely last year – the company has been developing a high-impact welfare plan since 2022. Initiatives include an extraordinary one-off monthly payment to combat high inflation, free consultations with psychologists, nutritionists and financial experts, and campaigns dedicated to preventive healthcare, ranging from breast screening to urological check-ups for staff. Ultimately, this approach translates into an ‘educational’ and ‘edutainment’ communication strategy. The aim is not simply to promote the product, but to provide transparent information that helps consumers better understand the characteristics of mineral water and read labels with greater awareness. This dialogue with the community is fostered through an omnichannel, ‘always-on’ ecosystem. “We believe that brands should become true companions in consumers’ lives,” concludes Cristiana Genta.
