San Pellegrino Is Coming to MURAL Festival and It’s Bringing CIAO!
San Pellegrino is heading to Montreal’s MURAL Festival this summer with something new to share. From June 4 to 7, the iconic Italian brand will take over Boulevard Saint‑Laurent to introduce CIAO!, a new kind of flavoured sparkling water—arriving as a gift from Italy to Canada.
Meet CIAO!, A Sicilian holiday you can sip!
At MURAL Festival, San Pellegrino is going beyond sampling by collaborating with a graffiti artist to create a live mural of CIAO! which is San Pellegrino’s new take on flavoured sparkling water. Made with real fruit juices, a pinch of Sicilian salt, and just 15 calories or less per can, CIAO! delivers a refreshingly refreshing taste with unmistakable Italian flair. Available in Blood Orange, Cherry, Lime, and Peach, every sip feels like a small escape. We can’t send you the Sicilian sun , how about this instead?
An Activation Built for the Festival
From June 4 to 7, 11 AM to 8 PM, festival-goers can sample CIAO! across all four flavours on site. A cold can on a hot day does most of the work.
The centerpiece: a large-scale original mural painted live on a freestanding wall during the first weekend. Not a backdrop, but a commissioned artwork created in real time, in the spirit of what MURAL does best. Once finished, the wall stays up as a photo spot for the rest of the festival.
Why you should go
MURAL is 12 days of street art, free concerts, and culture spilling onto the sidewalks of the Plateau. It’s also one of the most photographed cultural gatherings in the country, a place where the energy is electric and the crowd genuinely cares about what they consume, visually and otherwise.
It is starting this June, from the corner of Saint-Laurent and wherever the best light hits that mural.
MURAL Festival runs May 30 to June 8, 2026. The San Pellegrino activation is on-site June 4 to 7, daily from 11 AM to 8 PM. Ciao for now. With love, from Italy!
Written by Marie-Lou Pillin
Photography by San Pellegrino
