Montana, the UK's leading New Zealand wine brand by volume and value, is to launch a its first consumer press campaign in April 2005 which will run for a minimum of four months.

The ad campaign is part of a wider communications push which includes PR, promotional activity and merchandising.

With creative by the creative arm of TMDP (the specialist wine industry brand development, marketing and market research agency) and buying by Zenith Optimedia, the campaign will be placed in the food, travel, culture and review sections of broadsheet newspapers and The Evening Standard in a bid to further build the performance of the market-leading, premium range of varietal wines.

The advertising campaign will include the strapline 'Explore NZ's peak'.

Brand manager Eleanor Barker at Allied Domecq Wine UK, said: "Montana pioneered the hugely successful breakthrough of New Zealand Sauvignon Blanc in the UK and the brand continues to drive the market, but the range is now so much more than just Sauvignon Blanc as it includes varietals such as Pinot Noir, Riesling, Unoaked Chardonnay and Merlot Cabernet. With the recent brand re-vamp and great new products arriving in-store, now is the perfect time to tell our consumers more about Montana."