Early in 2010, Pernod Ricard’s Montana wines were given a bit of a design refresh, with Dow Design embracing the Marlborough mountains for the brand’s global push. It then rebranded the products sold overseas to Brancott Estate, apparently because of confusion that the wine was from the state of Montana and Marlborough was deemed to be too close to cigarette brand Marlboro. And now, after a big year of RWC sponsorship and above-the-line activity (including this TVC as part of the ‘Stay Curious’ campaign), it’s just had another label spruce up, with new packaging launched across the entire Brancott Estate range.
At the heart of the new design, which was created by Singapore-based agency Design Bridge, is a split label and stylised (and now mountainless) logo, each focused on celebrating the heritage of Brancott Vineyard, where the original Marlborough Sauvignon Blanc vines were planted.
“The new packaging revitalises the look of the entire Brancott Estate range, whilst ensuring that the cleverly designed die cut label keeps the brand’s unique Marlborough heritage as a key element,” says Patrick Materman, chief winemaker. “The clean freshness of the new modern look for Brancott Estate speaks of the crisp, vibrant wine styles that have made Marlborough famous.”
The new packaging for the still and Brancott Estate sparkling is being rolled out in New Zealand from early February 2012 followed by Living Land and Letter Series wines. The Montana Classics are still available, but only in New Zealand.