Pernod says the campaign should reach 5.5 million viewers and make a million new consumers aware of the brand.

Montana marketing controller in the UK, Mathew Bird says: “Montana remains committed to continue leading the development of the New Zealand wine category in 2010.”

“Our 2010 marketing campaign, including the packaging revamp; advertising and in-store promotions will really cement our brand values in the mind of the consumers,” he says.

It will feature across ITV1, C4, Sky, ITV4, E4 and More4 with slots based around programmes such as Coronation Street, Grand Designs, Relocation, Relocation, Ramsay’s Kitchen Nightmares and Jamie at Home.

The ads will feature in two bursts starting early next month and the second later in the year. The campaign will target 35-54 year olds.

The campaign will be supported by in-store initiatives, retailer car park poster activity and new packaging across Montana’s Classic and Reserve ranges.

In New Zealand the commercial went to air on February 20 and in Australia on February 21, becoming the first New Zealand wine brand to appear on Australian television.

Patrick Materman, chief winemaker for Montana says the company has upgraded its packaging and developed striking magazine advertising to give the brand maximum impact in markets around  the world.

“Adding the powerful medium of television to our marketing gives us powerful synergies to tell the Montana story in a compelling way with real scale.”