Montana embraces montañas for global push

New design

A key component of Montana’s global marketing campaign will be released this month, as it places its new look Classics and Reserve ranges on international shelves, with new package designs that aim to reinforce the brand’s premium status.

The rationale behind the redesign, which features a graphic depiction of the mountains, was to respect the new world origins of Montana’s wines but align better with the more traditional nature of some international wine markets.

The new design is the result of a collaborative relationship with Dow Design, which also created Montana’s commemorative monument for their flagship Brancott vineyard to celebrate 30 years of Marlborough sauvignon blanc.

“The complexity of a global brand is to satisfy different markets while at the same time remaining true to the core design concept,” says Annie Dow, director of Dow Design. “The simplicity and strength of the label will ensure Montana stands out in the competitive world of wine.”

Old design

Starting with the Montana Marlborough sauvignon blanc, the new packaging is being rolled out across the entire Montana Classics range this month, followed soon after by the Montana Reserve Range.

As well as some new packaging, Montana has also launched a new wine, Montana Reserve Marlborough sauvignon gris 2009, the first varietal sauvignon gris to receive wide release in New Zealand.

Sauvignon gris is an ancient grape variety from the Bordeaux region of France and, although it shares a passing resemblance to both sauvignon blanc and pinot gris, it is not a blend of these wines, but rather its own variety.

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