Montana to Launch 'Underground Dining' Competition

By Ian Neubauer

Montana is launching a new competition that will see winners partake in ‘Underground Dining’ – extraordinary dining experiences held at breathtaking locations – to celebrate the wine label’s 30th birthday.

Montana Nights will see winners in Melbourne, Sydney, Brisbane, Adelaide and Perth invite five of their friends to be picked up and chauffeured to a secret destination to enjoy food prepared by a leading chef, matched to Montana wines.

Montana will invest more than $1 million to promote the competition, which kicks off at retail outlets across Australia on July 1. It will be heavily supported by advertising in magazine, newspaper, radio and online.

“The underground dining movement is just taking off here in Australia,” said Montana Wines brand manager Oliver Cast. “True to our origins as the pioneers of Sauvignon Blanc in Marlborough 30 years ago, we wanted to offer Montana drinkers the opportunity to be pioneers of this inspired dining experience.

“Montana Nights is a major consumer promotion that will generate great excitement amongst consumers and deliver strong sales for Montana Wines during July to September.”

Montana planted the first modern day vineyards in Marlborough in 1973 and produced the region’s first vintage in 1979. It now has plantings in all New Zealand’s major wine regions, including Marlborough, Gisborne and Hawke’s Bay.  

Montana is distributed in Australian by Pernod Ricard.