This week it was announced that Montana is no more.
One of the most successful Kiwi brands in the UK has decided it’s time for the brand to fall into line with the USA, where it is known as Brancott Estate.
Apparently the Yanks confused Montana with the US state of the same name; there was also a mix up with Marlborough the wine region and Marlboro cigarettes. So, the rest of us who weren’t in a muddle have to the new name too.
In a press release issued by Montana’s owners, Pernod Ricard, its New Zealand managing director, Fabian Partigliani, claimed Brancott Estate wines would ‘provide a real link back to its Marlborough home, Brancott Vineyard.’ What a load of marketing guff. Everyone in the UK knows Montana; they’ve never heard of Brancott – it’s just going to be another Kiwi brand – and it will take a long time for them to regain their brand equity. There’s also an issue of trust – if the name is different, will the stuff in the bottle be different too?
Partigliani goes on: “Due to the nature of Montana being a much-loved Kiwi icon, in New Zealand we will have dual brand strategy with Montana Classics by Brancott Estate remaining as the Montana brand.” So, Pernod do appreciate that Montana has strong brand loyalty. Dual brand strategies – do they work by easing people in to the new name, or will it just create more confusion? Surely, if it ain’t broke, don’t fix it?
No doubt, there will be a heap of money thrown behind the rebranding and Brancott’s sponsorship of the 2011 Rugby World Cup will hit home that Montana was just a distant memory.
