New Zealand – Little wonder

Montana’s motives
UK market leader Montana is currently being analysed by new parent company Pernod Ricard to “define its positioning”, according to Adrian Atkinson, wine development director for Pernod Ricard UK. Consumer research is taking place to uncover “the essence of the brand and where it sits in the consumer’s eyes”.

This will help Pernod to “develop a consumer platform” for Montana as well as differentiate the brand from other Pernod-owned NZ wine Stoneleigh.

The range is also being extended with the addition of a Pinot Gris and a sparkling wine, made from 80% Chardonnay and 20% Pinot Noir. The style is deliberately different from Pernod’s Kiwi sparkler Lindauer, which is Pinot Noir-dominated.

© db August 2006

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