Comment - The Losh Cause - Pernod's Montana Gamble?
By Chris Losh | 8 July 2010
Last month, Pernod Ricard announced that it will change the name of its New Zealand wine brand Montana to Brancott Estate. What does the move say about today's wine consumer, and what chances does Pernod have of getting the change through smoothly? Chris Losh considers.
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Last month, Pernod Ricard announced that it will change the name of its New Zealand wine brand Montana to Brancott Estate. What does the move say about today's wine consumer, and what chances does Pernod have of getting the change through smoothly? Chris Losh considers.
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