Montana wine rebrands as Brancott Estate
New Zealand’s biggest wine label Montana has rebranded as Brancott estate as part of an international repositioning.
The announcement:
Wine industry leader Montana today announced the internationally successful New Zealand wine brand is to go back to its heritage and Marlborough roots as part of a new assault on key export markets.
Brancott Estate, named in honour of the Brancott Vineyard where Montana first pioneered New Zealand’s flagship varietal Marlborough Sauvignon Blanc, will become the new name for the Montana brand globally. The change to Brancott Estate will focus resources and significant, single minded investment globally to leverage the power of a single, premium brand.
Pernod Ricard New Zealand Managing Director, Fabian Partigliani, says the change will also provide a real link back to its Marlborough home, Brancott Vineyard, where it all began for Marlborough Sauvignon Blanc and the New Zealand wine industry as we know it today.
“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,” says Mr 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. Most importantly to consumers, the award-winning New Zealand wine in the bottle won’t change – just the name, from Montana to Brancott Estate.”
Mr Partigliani says the move to a single, global brand also removes the dual international brand strategy which the company has been forced to adopt with the name Brancott currently used in the United States to avoid confusion with the state of Montana.
“We are putting considerable support behind the change to Brancott Estate, including an upweighted communications programme which will focus on in-store promotions, on-pack communications, PR, print and TV advertising, digital activity and sponsorships, all of which will reinforce the new name during the transition,” says Mr Partigliani.
As part of its future communications programme, the company also announced Brancott Estate is to be an Official Sponsor of Rugby World Cup 2011 to be held in New Zealand. Mr Partigliani says the RWC 2011 sponsorship is a great fit and yet another example of the type of global investment the company will be able to put behind Brancott Estate as a strategic wine brand in Pernod Ricard’s global portfolio. “The sponsorship also 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.”
Announcing the sponsorship, Chairman of Rugby World Cup Limited, Bernard Lapasset says it is a great fit all round. “We are delighted to have such a committed New Zealand wine brand with global reach as the first New Zealand based Official Sponsor to get behind Rugby World Cup 2011.”
“The appointment of a leader in the wine and spirits sector is another significant boost to a tournament which continues to attract major multi-nationals to a strong portfolio of worldwide partners, sponsors and suppliers.”
“We look forward to working with Brancott Estate to further the promotion of the Game as the global Rugby community looks ahead to Rugby World Cup 2011 in New Zealand and a tournament that looks set to write another memorable chapter in the Rugby World Cup success story.”
The name change, which will be rolled out systematically globally during September and October 2010, is described as a bold and exciting move for the New Zealand wine industry.
New Zealand Winegrowers’ Association CEO, Philip Gregan, says there is recognition that for New Zealand wines to continue their export-led success, more circuit breakers are required to ensure that New Zealand wines stand out in very competitive markets. “The New Zealand wine industry needs more focused brand investment and this Rugby World Cup 2011 sponsorship demonstrates both strong commitment and leadership by one of our key industry players. It is exactly the kind of investment that the New Zealand wine industry needs to continue to make to uphold its premium price positioning and realise potential in overseas markets.”
Source: Montana/ Brancott Estate press release
