Pernod Ricard is relaunching its New Zealand wine brand Montana as Brancott Estate and has secured a deal for the wine to be an official sponsor of the 2011 Rugby World Cup.

Montana first planted Sauvignon Blanc grapes at the Brancott Marlborough estate in 1975.

The global name-change will take effect from October to coincide with the 2010 vintage and will be introduced through gradual packaging changes. The wine itself will remain unchanged, as the brand bids to go “back to its roots”.

Global consumer research underpinned the decision, according to Simon Thomas, Pernod Ricard UK’s wine MD.

Pernod Ricard plans to double its marketing support for the revamped brand, including a TV campaign.

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Montana set for one of its finest vintages (24 April 2010)
Montana to raise profile in TV debut (6 March 2010)