when I was editor of this magazine, and he introduced me to the term “premiumisation” as a core principle of his company. Thus, as a former Montana executive myself, I was able to understand and support the change of brand name to Brancott Estate for export objectives, while retaining the Montana for local sales. With most Montana varietals sourced from Marlborough, this also retained the historical link with our largest viticultural region which Montana had pioneered. Can I recommend P-R management refer back to its own group website, where it says: Brilliant, beloved brands worldwide Our employees are proud to be ambassadors for our brands because they are, quite simply, great products. With a unique and diverse portfolio, Pernod Ricard is known worldwide as a creator of some of the most iconic and exceptional wines and spirits in the market. Our premiumisation strategy and our positioning are key components in building this image. The political implications of a renewal of criticism of the extent to which ownership of New Zealand assets has fallen into the hands of overseas companies who appear to care little or nothing for protecting the identity and interests of our country. This, so soon after the creation of a governing MMP coalition known to have strong views on
overseas ownership, as exemplified by the blunt comment by the new Minister of Agriculture, Hon Damien O’Connor, that the Pernod Ricard decision was “pretty bloody dumb.” Until this inexplicable decision, P-R has shown itself to be a model of the benefits of overseas ownership in opening channels to export markets, while maintaining the reality of dedication to our industry’s best interests in the local market. Now that hard-won reputation has been shredded. So, with all the intellectually persuasive strength I can muster, I plead with P-R management – stop it…now! Don’t prostitute the name Montana, which has such high and well-remembered reputation in our wine development history. Indeed, don’t prostitute your own reputation for premiumisation and integrity. For this new range, find another name, just as was done at Montana during my time when, faced with a similar need to fill a lower price-point, we introduced a range branded Brother Dominic. Terry Dunleavy MBE, FWINZ, was a senior executive of Montana Wines Ltd 1971-76, inaugural CEO of the Wine Institute of New Zealand, 1976-91, and inaugural editor of NZWinegrower magazine in 1997.
Response from Pernod Ricard: We are committed to delivering quality wines at good value for
Kevin Mapson
money in the under $10 category and, for the Montana wine range, we feel this is best achieved by sourcing grapes from outside of New Zealand. We have worked hard to minimise the change in wine style and to ensure that the wines continue to deliver the quality our consumers expect. We have made this change as it is no longer viable to make quality wines below $10 using New Zealand grapes. This decision to source grapes from outside of New Zealand is not a first for the industry, and many wineries are implementing sourcing solutions to keep our industry sustainable.
This was a decision made locally to ensure we can continue to produce high quality wines, while still supporting the local industry. Pernod Ricard is one of the largest exporters of New Zealand wine and a strong contributor to the industry. It is in no-one’s interest for us to create wine at a financial loss or to produce wine of such low quality that it taints the reputation of Marlborough as a region. We will continue to produce New Zealand made wines under the Montana Reserve and Montana Winemakers Series ranges ■. Kevin Mapson, Managing Director, Pernod Ricard New Zealand
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