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From Decanter
New Zealand wine brand Montana is changing its name later this year to Brancott Estate, the name of the original winery and vineyard.
Pernod Ricard also announced that its newly re-branded product will be an official sponsor of the Rugby World Cup 2011.
Matthew Bird, marketing director for wines at Pernod Ricard UK, explained to the drinks business that the new name calls upon the brand’s Kiwi heritage and provenance in a way that Montana does not.
“They (the consumers) see and hear Brancott Estate and associate it more with New Zealand,” he said.
“We have heritage and origin that no one else has and by using it we are activating something we haven’t before for future growth.”
He added that New Zealand’s wines were still selling well in the UK and Brancott Estate would be able to make use of the television advertising introduced for Montana to “take our consumers with us.”
The new name will appear globally from September this year. The overall packaging will remain essentially the same with the white label and golden mountains but Brancott Estate will take the place of Montana.
Montana will stay on the label for a limited period below the new Brancott Estate tag before being gradually phased out over time.
This gradual name change, coupled with the television adverts and marketing spend which is doubling year on year would, Bird said: “Take with us loyal consumers and introduces new consumers to the brand.”
It was also announced today that Brancott Estate is to sponsor the Rugby World Cup, when the competition moves ‘down under’ next year.
The tournament is expected to be watched by, at least, four billion spectators around the world over the course of 48 matches between the 20 competing nations and is considered the perfect stage to heighten awareness of the brand and its change in name.
Pernod Ricard New Zealand managing director, Fabian Partigliani, said: “Our sponsorship of Rugby World Cup 2011 provides the perfect platform to help drive immediate global awareness of Brancott Estate as a leading New Zealand wine brand, particularly in key export markets such as the UK, Asia and Australia, and, of course, our home market in New Zealand.
“We are extremely proud to be the first New Zealand based brand to support and commit to such a significant event to be held on home soil and this global investment will ensure our New Zealand wines continue to stand out on the world stage.”
Rugby World Cup chairman Bernard Lapasset said: "We are delighted to be welcoming Brancott Estate as an official sponsor of Rugby World Cup 2011 in New Zealand.
“The recently renamed Brancott Estate is a leading New Zealand wine brand and the commitment from this global brand gives a significant boost to a tournament which continues to attract major multi-nationals to a strong portfolio of worldwide partners, sponsors and suppliers.”
Rupert Millar, 22.06.2010
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