By Amy Looker

The new year will bring a new look and an extensive $2 million marketing campaign for the label behind Marlborough’s original sauvignon blanc, Montana.

After more than 30 years of success on a global scale, Montana will launch a new line of packaging across its portfolio, which will be supported by in-store and on-pack promotions.

The new label continues to take its inspiration from the mountains of the Marlborough region, which has been part of the brand’s design since it was established.

The revamped label will begin to hit shelves on the Montana 2009 Classic Marlborough Sauvignon Blanc from February, followed by further varieties in the Classic and Reserve ranges as the year progresses.

The decision to update the Montana packaging was the result of research conducted in New Zealand, the UK and Australia which found that 80 percent of respondents surveyed would purchase the new look Montana bottles.

Montana’s brand manager, Oliver Cast, said that 2010 is set to be a year of high activity for the brand.

“Great research results are one thing, but what we are extremely excited about is the support we are putting behind Montana with this fresh new look,” said Cast. “With more than $2 million in support for the brand through media and promotional tools Australia wide, we are confident consumers will love the new look.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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