SABMiller has unveiled a US$50m global promotional push for its Peroni Nastro Azzuro beer brand.

The brewer today (14 November) unveiled 'Calendario', a short film which acts as the basis for the campaign. The concept will be backed by a further range of advertising and marketing initiatives.

Set in the 1960s, the Calendario film follows a calendar photo shoot in a small town called Bellagio near Lake Como. Each month is a celebration of Italian spirit and features an up-and-coming model with Italian beauty, photographed against a setting with Peroni Nastro Azzurro embedded in each scene.

The campaign will launch in South Africa, with Romania receiving the launch next month. The brand's other countries will follow "in due course", the company said.

"We have found that every country in the world recognises Italy as a beacon of style, passion and craftsmanship," said Chris Taylor, SABMiller's international brand director for the brand. "Peroni Nastro Azzurro is reinvigorating the beer category and challenging people's perceptions about traditional beer drinking, country by country, and at the core of this is the brand's Italian heritage and style."