• Montana to become Brancott Estate
  • Brand to be an official sponsor for 2011 Rugby World Cup
Montana will be known globally as Brancott Estate from later this year

Montana will be known globally as Brancott Estate from later this year

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Pernod Ricard has announced a global name-change for its New Zealand wine brand, Montana.

The drinks firm, which inherited Montana when it jointly-acquired Allied Domecq in 2005, said today (22 June) that the brand will be known as Brancott Estate from September.

Montana is already known as Brancott Estate in the US, to avoid consumer confusion about the brand's New Zealand provenance.

The new name refers to the vineyard where the brand created Marlborough Sauvignon Blanc by planting the first commercial grapes in the region around 30 years ago

“Brancott Vineyard is not only the home of Montana’s flagship Marlborough Sauvignon Blanc, it is also where Sauvignon Blanc was first planted in Marlborough, New Zealand,” said Pernod's New Zealand MD, Fabian Partigliani.

“The provenance and authenticity Brancott Estate provides, supported by the history, heritage and industry leadership of Montana, offers a brand name with great future potential and this change was a logical choice when we were evaluating our global brand strategy.”

Initially, the bottle will carry a Montana reference at the base of the bottle and a neck collar and sticker.

Pernod also said today that the wine will be an official sponsor of next year's Rugby World Cup, which will be held in New Zealand. Financial details behind the tie-up were not disclosed.

“The sponsorship provides the perfect platform to drive global awareness of Brancott Estate as a leading New Zealand wine brand, particularly in key markets such as the UK and Australia and, of course, our home market of New Zealand,” said Partigliani.

Teams representing 20 nations will compete in 48 matches across several host cities during September and October 2011.

Back in April, Pernod said that, for the nine months to the end of March, Montana, which is one of Pernod's 15 strategic brands, saw its value sales come in flat against the same period a year earlier.