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Montana to launch 'first live wine tasting' on web TV

Published:  23 September, 2008

Montana Wines is embarking on a large-scale consumer marketing push which will include what it claims to be the world's first live wine tasting web TV show.

Montana Wines is embarking on a large-scale consumer marketing push which will include what it claims to be the world's first live wine tasting web TV show.

The Pernod-Ricard owned Sauvignon wine producer is also investing in a major on-pack promotion and a series of high profile media partnerships as part of a drive to push the brand's 'Vintage Experience' consumer competition.

The competition launches next month, and will be supported by digital, PR, media partnership, event and in-store activity. Six competition winners will be flown to New Zealand to experience the 2009 vintage, meet Montana's winemakers and blend their own wine.

The trip also marks the brand's 30th birthday celebrations which are taking place throughout 2009 to commemorate the anniversary of the first planting of Montana Marlborough Sauvignon Blanc.

The 'Vintage Experience' competition is being promoted in-store via a neck collar promotion on bottles of Montana Marlborough Sauvignon Blanc 2008, Montana Gisborne Unoaked Chardonnay 2007, Montana East Coast Rosé 2007 and Montana Chardonnay Pinot Noir Brut Cuvé NV in retail outlets nationwide from October until the end of the year.

The neck collars will direct consumers to a dedicated microsite, launching on 25 September, where they be asked three multiple choice questions in order to be entered into the draw to win. The competition will also be heavily promoted at this year's London Wine Show in October.

To further drive awareness and entry to the competition Montana is organising what it claims to be the world's first live wine tasting web TV show, to be broadcast live on www.montanavintageexperience.com/winetasting at 7pm on Thursday 2 October.

The web TV show will be hosted by BBC presenter, Murray Norton and will feature New Zealand wine expert, Chris Scott and Pernod Ricard UK's director of development brands, Neil Philips. Wine lovers will be invited to submit questions in the week running up to the show and the best questions will then be posed live on air to the experts. It will also include a tasting of the new 2008 vintage.

The webcast will subsequently be available for download and viewing on demand.

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