Italy: SABMiller’s brand Peroni Nastro Azzurro sponsors new Italian cinema movie festival

Peroni Nastro Azzurro, the #1 Italian premium beer, announced its support and sponsorship of New Italian Cinema (Nov 12-19, Landmark’s Embarcadero Center Cinema), presented by the San Francisco Film Society, the Italian Cultural Institute of San Francisco and New Italian Cinema Events of Florence, Italy, ClickPress released November 14. The eight-day series is dedicated to celebrating the rich cinematic tradition of Italy and bringing the country’s newest directors and films to audiences in San Francisco, New York, Moscow and Amsterdam.

The exciting roll-out of Peroni Nastro Azzurro in San Francisco began in June with outdoor boards based on Peroni’s own remake of “La Dolce Vita” inspired by noted Italian auteur Frederico Fellini. Peroni unveiled a “no-shop” boutique on Geary Street in July, sponsorship of San Francisco Fashion Week & Macy’s Passport in August and September. Peroni Nastro Azzurro is an aspirational brand that encompasses style, authenticity and quality. It is genuine and authentic, modern & urban, Italian. These marketing efforts have been complimented by a creative range of initiatives with elements to not only give the brand presence in the style scene, but also cut through as unique ways of reaching beer drinkers.

Peroni has a great heritage and this can be seen in its support of New Italian Cinema. The broad spectrum of films this year ranges from romantic comedies to hard-nosed political drama, probes into affecting Italians form every walk of life and delves into issues such as immigration, anarchy, utopian ideas, terrorism and modernization. New Italian Cinema features a competitive series of seven feature films and seven shorts by emerging directors, a three-film tribute to acclaimed director Marco Bellocchio and the closing night screening of Three Days of Anarchy, the newest film by Vito Zagarrio.

The partnership between Peroni and New Italian Cinema is the perfect marriage of the inherent qualities associated with Italian craftsmanship, passion and effortless style. New Italian Cinema San Francisco is sponsored by Peroni Nastro Azzurro, BICA (Best of Italy Consumer Association) and Regione Siciliana, and presented with support from media partners San Francisco Magazine, San Francisco Bay Guardian and Classical 102.1 KDFC. To find out more about New Italian Cinema please visit: www.sffs.org for more detailed information.

About Peroni Nastro Azzurro:
Introduced in the 1960s, Peroni Nastro Azzurro is one of the best known Peroni brands and is the leading premium beer in Italy. The light European lager is produced using only the highest quality natural ingredients grown in Italy.

About Birra Peroni S.p.A.:
Birra Peroni S.p.A. boasts a strong heritage dating back to 1846 when it was founded by Francesco Peroni. SABMiller acquired a majority interest in Birra Peroni in July 2003.

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