Montana becomes Brancott Estate

Drinks: Wines

Leading New Zealand wine brand Montana will be changing its name to Brancott Estate from October, as part of a global rebranding exercise.

The new name refers to the vineyard where Montana planted the first Sauvignon Blanc vines in Marlborough over thirty years ago, pioneering the now iconic wine style. Explaining the decision, Simon Thomas, deputy managing director of wines for Pernod Ricard, said: ‘As 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 hadn’t previously leveraged and yet is highly appealing to consumers.’

Montana currently has a 17% share of the New Zealand category for the on-trade. The name change will be effective from October to coincide with the 2010 vintage roll-over, with new Brancott Estate labels that retain the same design using the gold mountains motif, plus smaller stickers that reference Montana – though these will be phased out over subsequent vintages. Both the price and the wine inside the bottle remain the same, with no changes to winemaking, which will still be overseen by chief winemaker Patrick Materman.

The rebranding is being supported by increased marketing spend including TV advertising and sponsorship of the Rugby World Cup 2011.

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