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Montana to be renamed Brancott Estate

In recognition of Montana’s unusual heritage, the brand is “going back to its roots” to become known as Brancott Estate globally from October to coincide with the 2010 vintage rollover. This move will be supported by a major global sponsorship of the Rugby World Cup 2011, new TV and digital advertising, in-store activity and consumer promotions.

The name Brancott refers to the Brancott vineyard where the brand created Marlborough Sauvignon Blanc by planting the first commercial grapes in the region over 30 years ago – a fitting nod to its provenance and authenticity.

Pernod Ricard says the wine will remain unchanged and the gradual transition of bottle packaging will ensure consumers are taken on this “new journey”. 

“This is an exciting move for the brand that is strongly endorsed by extensive global consumer insight and research,” said Simon Thomas, deputy MD - Wines, for Pernod Ricard UK. “With Brancott vineyard the birthplace of one of New Zealand’s most popular wines, Brancott Estate allows us to take the brand back to its New Zealand roots in a way that emphasises its heritage, provenance and authenticity – something we haven’t previously fully leveraged and yet is highly appealing to consumers.”

The initial bottle will retain key packaging imagery that consumers recognise (the label design and symbolic gold mountains), a Montana reference at the base of the bottle and a neck collar and sticker to reinforce the link between the new and old brand names. The Montana reference at the base of the bottle will continue to feature on the next phase of packaging until consumers are fully familiar with Brancott Estate and understand its historical link. 

“We are doubling our UK marketing investment behind the brand as part of Pernod Ricard’s total up-weighted global marketing spend,” added Thomas. “Our teams are working closely with our customers to bring this exciting new proposition to life for them, which will further build on the brand’s number two position in the UK market and deliver strong long-term performance in-outlet.”


Above: Brancott vineyards Marlborough

1 July 2010 - Felicity Murray