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Montana to offer a Vintage Experience

Montana is to launch a massive marketing campaign aimed at consumer engagement. The ‘Vintage Experience’ competition will be launched at the beginning of October, offering six winners and their partners the chance to travel to New Zealand and experience the 2009 vintage first hand.

The competition will be supported by a major on-pack promotion; the world’s first live wine tasting web TV show and a series of high profile media partnerships. The idea is to mark the brand’s 30th birthday celebrations, which will take place throughout 2009, and commemorate the anniversary of the first planting of Montana Marlborough Sauvignon Blanc.

The neck collar promotion will feature on bottles of its Marlborough Sauvignon Blanc 2008, Gisborne Unoaked Chardonnay 2007, East Coast Rosé 2007 and Chardonnay Pinot Noir Brut Cuvée NV in leading retail outlets nationwide from October until 31 December. 

These neck collars will direct consumers to a dedicated microsite where they will be asked three multiple choice questions in order to be entered into the draw to win.

The world’s first live wine tasting web TV show, to be broadcast from an outside location, will be streamed at 7pm on 2 October 2008 and will subsequently be available for download and viewing on demand. 

The web TV show will be hosted by BBC presenter Murray Norton, and will feature New Zealand wine expert Chris Scott as well as Pernod Ricard UK’s director of development brands, Neil Philips.

Alexis Hercules 24/09/08


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