■ About the Publication Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands. ■ About the Publisher JOH & Company is a creative company founded in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as “Google of Korea.” He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH & Company, a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, brand consultation, interior, food & beverage service, and product design, based on his own experience. The first fruit of such endeavor is magazine B. ■ About the Issue Started 600 years ago in a small Italian town near the Dolomites, San Pellegrino pioneered the concept of “dining water” when they infused natural carbonation in mineral water collected from a local spring and bottled it. Since then, the brand has pursued consistent, sophisticated marketing that has made it an icon of high-end dining and made the leap to introduce sparkling fruit-flavored beverages to the carbonated water market. ■ Table of contents 02 Intro 12 Publisher’s Note 16 Market Carbonated beverages categorized by carbonation level, flavor, and volume 22 Opinion Evan Kim, buyer for the Processed Foods at Shinsegae Department Store 26 Comments San Pellegrino images collected from Instagram 28 Versus Sparkling beverage brands rivals with San Pellegrino 34 Cocktail Drinks mixed with San Pellegrino sold on the market 38 Italian Sparkling Water San Pellegrino in local restaurants in Italy 46 Opinion Bumsuk Choi, fashion designer 50 Design San Pellegrino bottles embody the brand’s originality 54 Brand to brand Other items brightening up the ambience of the table 62 Opinion Santino Sortino, Italian chef 66 Gourmet Chefs’ picks for enhancing the taste of food and elevating the dining experience 82 B’s Cut Italian Cuisine Discovering harmony within food 92 Brand Story The story of San Pellegrino, the first bottler of sparkling water, and the invention of high-end dining water 102 Events San Pellegrino sponsors the World’s 50 Best Restaurants, also known as the “Gastronomic Oscars” 104 Pairing Top sommelier recommendations for special pairings of San Pellegrino and wines 106 Nestlé The diversification of San Pellegrino’s portfolio after its acquisition by Nestlé 108 Interview Interviews at San Pellegrino’s headquarters, from the brand’s values and spirit to its plans for the future 110 Facts The global sparking water market and brand shares 112 Figures San Pellegrino’s production and management by numbers 114 From the Editor in Chief San Pellegrino’s core values defined by the Editor in Chief 116 Outro