New Zealand's leading wine brand to get major boost
Tuesday 22 June 2010, 8:35AM
By Pernod Ricard New Zealand
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In an announcement made today, New Zealand wine industry leader Pernod Ricard New Zealand announced the internationally successful wine brand, Montana, is to go back to its heritage and Marlborough roots by unveiling a new brand name, Brancott Estate, as part of a new assault on key export markets.
Brancott Estate, named in honour of the Brancott Vineyard where Montana first pioneered New Zealand’s flagship varietal Marlborough Sauvignon Blanc, will become the new name for the Montana brand globally.
In celebration of the brand’s bold, pioneering spirit, Pernod Ricard New Zealand also announced their sponsorship of the significant international event to be held on home soil, Rugby World Cup 2011, with Brancott Estate.
Here in the unique home market and in recognition of Montana’s special place in the hearts of New Zealanders, the Montana name will be retained for the Montana Classics range in New Zealand with Brancott Estate being acknowledged on the label, maintaining the link with the rest of the range.
All other premium wines in the current Montana range, such as Montana Reserves, Montana Letter Series or Montana Living Land, will change to the Brancott Estate name from the 2010 vintage.
Pernod Ricard New Zealand Managing Director, Fabian Partigliani, says Brancott Estate wines will provide a real link back to its Marlborough home, Brancott Vineyard.
“The new name Brancott Estate will focus resources and significant long-term investment globally to leverage the power of a single, premium brand of wines for our export markets. Due to the nature of Montana being a much-loved Kiwi icon, in New Zealand we will have dual brand strategy with Montana Classics by Brancott Estate remaining as the Montana brand.”
“Brancott Vineyard is not only the home of Montana’s flagship Marlborough Sauvignon Blanc, it is our original Marlborough vineyard and where Sauvignon Blanc was first planted in Marlborough,” says Mr Partigliani. “The provenance and authenticity Brancott Estate provides, supported by the history, heritage and industry leadership of Montana, offers a brand name with great future potential and this change was a logical choice when we were evaluating our global brand strategy.”
The New Zealand wine brand Brancott Estate will be the first New Zealand based Official Sponsor of Rugby World Cup 2011.
Announcing the sponsorship, Chairman of Rugby World Cup Limited, Bernard Lapasset says it is a great fit all round. “We are delighted to have such a committed New Zealand wine brand with global reach as the first New Zealand based Official Sponsor to get behind Rugby World Cup 2011.”
“The appointment of a leader in the wine and spirits sector is another significant boost to a tournament which continues to attract major multi-nationals to a strong portfolio of worldwide partners, sponsors and suppliers.”
"We look forward to working with Brancott Estate to further the promotion of the Game as the global Rugby community looks ahead to Rugby World Cup 2011 in New Zealand and a tournament that looks set to write another memorable chapter in the Rugby World Cup success story.”
Mr Partigliani says the sponsorship is a key example of the type of global investment the company will be able to put behind Brancott Estate, as a strategic wine brand in Pernod Ricard’s global portfolio. “The sponsorship of this premium global event provides the perfect platform to drive global awareness of Brancott Estate as a leading New Zealand wine brand, particularly in key markets such as the UK, Australia and, of course, here in New Zealand.”
The name change, which will be rolled out systematically globally during September and October 2010, is described as a bold and exciting move for the New Zealand wine industry.
New Zealand Winegrowers’ Association CEO, Philip Gregan, says there is recognition that for New Zealand wines to continue their export-led success, more circuit breakers are required to ensure that New Zealand wines stand out in very competitive markets. “The New Zealand wine industry needs more focused brand investment and this Rugby World Cup 2011 sponsorship demonstrates both strong commitment and leadership by one of our key industry players. It is exactly the kind of investment that the New Zealand wine industry needs to continue to make to uphold its premium price positioning and realise potential in overseas markets.”