The new-look Montana Sauvignon Blanc label

The new-look Montana Sauvignon Blanc label

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Pernod Ricard has launched a television advertising campaign in Australia for its Montana wine brand, as foreign wine sales continue to grow in the country.

The advert aired for the first time last night (21 February) and features Montana's Brancott Estate vineyard in Marlborough, New Zealand.

It is part of a AUD2m (US$1.8m) marketing warchest that Pernod has set aside for Montana in Australia in its current fiscal year.

Sales of imported wine in Australia rose by 10% in value to AUD473.3m for the 12 months to the end of June 2009, show figures released last month by the Australian Bureau of Statistics (ABS). Imports rose by 17% in volume terms.

Montana has ridden this, despite falling sales for the brand globally.

Pernod reported 4% drop in global sales by volume and value for Montana for the six months to the end of December, as part of the French firm's half-year results statement last week.

But, the group reported reported a stable performance in Oceania, where the brand was cycling "strong growth" from Pernod's previous fiscal year.