Mateus launches new look for summer
Mateus Rosé has launched a new look for the summer in a bid to connect the wine with a new generation of consumers.
The new bottle design has proved successful in global test markets, where feedback has been that the new iteration offers a more contemporary and premium range.
Mateus is distributed in Australia by the McWilliam’s Wines Group and Head of Marketing, Sarah Nichols, said: “While Mateus was a wine many of us growing up in the 70’s and 80’s remembers with fondness, its fresh, fruity and elegant taste profile is as relevant now as it ever was.
“Our Australian millennial audience have a great affinity with the brand and what it offers their drinking occasions. We feel that this sleek new packaging will not only make the brand more relevant to them (stylistically) but also bring long-time fans along with the brand to make their occasions all the more elegant.”
Mateus, a finalist in the 2018 Australian Liquor Industry Awards Rosé Wine category, remains popular in a market that is focused on a bone-dry rose style.
“Mateus has consistently been one of the top performing Rosé for volume in the Australian market for over 20 years,” Nichols added.
“Consumers are showing with their shopping dollars that the fruit driven style of Rosé is not off their agenda. A wine like Mateus is easy drinking, approachable and diverse making it the perfect style for the new wave of wine creationism (cocktails, spritzes etc) a prospect we are really excited about sharing with a new audience just in time for summer.”
The new bottle design is described as an elegant new take on the iconic cantil bottle shape that Mateus is famous for and helps to make the brand more relevant to a new millennial audience.