New Zealand's top selling wine, Pernod Ricard-owned Montana, is chasing greater Australian market share with a $A1m (US$830,000) advertising campaign.

The Montana Nights contest offers a chance to win a "money-can't-buy" dining experience with friends, fine wine and a celebrity chef, said Oliver Cast, Montana Wines brand manager at Pernod Ricard Australia.

The three-month promotion celebrates the 30th anniversary of the planting of the first Montana vintage.

"True to our origins as the pioneers of Sauvignon Blanc in Marlborough 30 years ago, we wanted to offer Montana drinkers the opportunity to be pioneers of this inspired dining experience," Mr Cast said.

Advertising will cover magazine, newspaper, radio and online. Retailers will also be rewarded for using point-of-sale promotional material, although specific details were not given.

Montana, which sells around a third of New Zealand's wine, claims to have produced the country's first pure varietal wine.