KEY POINTS:
In what seems like a lifetime ago I co-hosted a live, televised, two-and-a-half-hour fashion show at Wellington's Michael Fowler Centre with supermodel Elle Macpherson.
We had two days of rehearsals, during which we struck a deal. Macpherson would teach me how to walk properly and I would
help unravel the mysteries of reading an autocue without looking as if you'd been caught like some traumatised animal in the headlights.
It was in the days when an international cigarette company was the major sponsor and had the naming rights. It was perceived as an ideal fit.
Cigarettes, now fighting an aggressive anti-smoking lobby, needed to be seen as glamorous, even fashionable. What better way than to be all over a nationally televised, major fashion event?
Wine is now perceived in this light and, indeed, the wine industry positions itself as glamorous and fashionable; sophisticated even. Think Melbourne Cup Day; gorgeously presented women in large hats all clutching a glass of bubbles.
You're not going to see that in the pits at the Indianapolis 500, or some street race in Hamilton. That type of event remains the exclusive domain of the breweries.
How appropriate and clever, then, of New Zealand's top-of-mind label, Montana, to embrace and celebrate 20 years of the highly acclaimed and creative World of Wearable Art in such a stylish fashion.
Not slow to spot an appropriate fit, Montana has released a limited edition range of user-friendly wine cooler bags for four of their wines: Reserve Sauvignon Blanc, Reserve Chardonnay, Reserve Merlot, and Brut Cuvee.
They feature highly regarded Supreme Award winning designs from previous World of Wearable Art Awards. The coloured, stylised cooler bags are made of neoprene, a material more likely to be found snugly fitted to the backs of scuba divers.
Keeping wine cool is on a par with being able to walk properly. According to Macpherson, don't even think about your legs; it all comes from the hips.
RECOMMENDED: Limited edition cooler bags
2007 Montana Reserve Sauvignon Blanc Rattle Your Dags
Supreme Winner 2007. Rallying cry for individuality don't be sheep blindly following the flock. Price: $21.95
2006 Montana Reserve Merlot Superminx
Supreme Winner 1999. These playful chairs are a curious inquisitive breed who love being pampered and stroked. Price: $21.95
