Pernod Ricard's Montana wine makes its UK television debut next month in a new strategy designed to raise the profile of the New Zealand brand.

The commercial, which targets 35 to 54-year-olds, begins on 5 April for a three-week run. It will air during shows such as Coronation Street, Grand Designs and Ramsay's Kitchen Nightmares.

The push, which also includes in-store activity and outdoor posters, aimed to make a million new consumers aware of the wine, brand marketing controller Mathew Bird said.

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