The promotion, which is aimed at encouraging consumers to be "pioneering", offers the chance to win a trip for two to one of the Lonely Planet city guide destinations: Kyoto, San Francisco, Budapest, Singapore or St Petersburg, where a Lonely Planet author will act as a guide around the city's top destinations.

The competition features an on-pack unique code across approximately 700,000 bottles of Brancott Estate Sauvignon Blanc, and is expected to be available until October this year.

The campaign also includes in-store code activation across selected grocers, including promotional display units, branded barkers and sponsored online banners, as well as online retailer competitions to encourage trial and to drive further awareness of the brand.

Lucy Bearman, head of marketing for wine, Pernod Ricard UK, said: "It was curiosity that led us to plant the first Sauvignon Blanc vines in Marlborough over 30 years ago and through this partnership with Lonely Planet, we are encouraging our consumers to be pioneering in their own right. We know our consumers love to travel and seek out new destinations so this initiative taps into that passion and gives the lucky winner a truly unique Curious Journey."

The interactive Curious Journeys microsite can be found here and allows consumers to explore content provided by Lonely Planet.