New-look Montana Sauvignon Blanc

New-look Montana Sauvignon Blanc

The growing popularity of New Zealand wines in neighbouring Australia has prompted Pernod Ricard to launch an AUD2m (US$1.8m) marketing campaign for its Montana brand in the country.

Pernod, which will celebrate Montana's 30th anniversary this year, is set to advertise the wine on Australian television and has redesigned the brand's bottle and labelling.

A new-look Montana Classic Marlborough Sauvignon Blanc is set to hit shelves in February, while other varieties will be launched in the new packaging format throughout the year.

The launches will be accompanied by in-store and on-pack promotions, Pernod said.

The AUD2m campaign reflects promising growth for New Zealand wines in Australia, which has been named as a key export growth market by trade body New Zealand Winegrowers.

Montana, one of Pernod's 15 strategic brands, saw global sales slip by 9% in volume and 13% in value in the group's most recent fiscal year, to the end of June 2009.

However, Pernod reported that "strong growth" in Australia went some way to offset significant destocking by distributors in the UK and US.