Pernod Ricard is maximising the sponsorship of the Rugby World Cup by its New Zealand wine brand, Brancott Estate, through the launch of a global advertising campaign.

The company, which changed the name of Montana to Brancott Estate last year, said earlier today (16 September) that it will utilise the brand's ‘Stay Curious’ communications platform across print and TV advertising, in-store activation, digital and PR.

Brancott estate advert

In the UK, a TV ad will run across mainstream channels while, in New Zealand, Pernod will activate pitch-side promotional activity during the tournament, which began last weekend.

Brancott Estate is also the subject of a campaign at Auckland International Airport, also featuring words and imagery from the 'Stay Curious' push.

The Rugby World Cup runs in stadia across New Zealand until 23 October.

Brancott estate rugby advert