Thirty-seven years after Frank Yukich planted the first grapes at Brancott, (Montana's original Marlborough vineyard) Pernod-Ricard NZ is taking the bold step of re-branding Montana to Brancott in its international markets.
However, here in New Zealand the Montana brand will remain on Montana Classic's range. Montana has been exporting wines to
the UK, Asia, Greater Europe and Canada. It has also exported to the US since 1998 under the label Brancott to avoid confusion with Montana, the north western state of the US. Certainly from my own experience, as soon as you mention the words Montana Marlborough to Americans, they instantly think of chainsmoking cowboys riding across windswept plains, certainly not sprawling sauvignon blanc vineyards Downunder, so I guess the name change had to happen sometime.
The rebranding move to Brancott for its major export markets, including Europe and Canada, was a logical progression, according to Pernod-Ricard NZ CEO Fabien Partigliani.
"We're proud to be able to take this next step of repositioning globally by going back to our spiritual roots at Brancott in Marlborough.
"But Montana also holds a special place in the hearts of New Zealanders, and that's why we're keeping the brand alive here at home."
Pernod-Ricard NZ also announced Brancott Estate had been confirmed as the first New Zealand based official sponsor of Rugby World Cup 2011 in a deal that will expose its range of regional wines to a global audience.
Mr Partigliani says the sponsorship shows the type of global investment the company will be able to put behind Brancott Estate.
"The sponsorship of this premium global event 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, Australia and, of course, here in New Zealand."
Announcing the sponsorship, chairman of Rugby World Cup Limited, Bernard Lapasset, says, "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."
The Montana-Brancott Estate name change will be rolled out in September and October.
