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End of road for iconic green bottle as Mateus says the future is clear

Published:  24 June, 2015

The iconic green glass Mateus Rosé bottle is to be a thing of the past with a move for the Portuguese wine brand into a clear pack.

The 1960s and 1970s version of the green bottle became a familiar site in living rooms across the UK as its flask shape gave the empties appeal for turning into table lamps.

Although the design has changed since, the flask shape and green glass has remained.

Now, brand owner Sogrape Vinhos is switching the brand into clear glass - but still keeping the flask shape - after research showed consumers preferred to see the colour of the rosé wine when they buy it.

The new bottle has been tested in Poland, Canada, Japan and Germany.

Sogrape said early results form those markets showed an average increase in sales of 15%.

The change from green to clear glass is being rolled out in all markets including the UK.

A neck tag is being added to bottles to reassure Mateus fans that the wine is unchanged.

The switch is being supported by POS and digital marketing.

Sogrape UK's managing director Matt Douglas said: "The new clear glass bottle for Mateus Rosé is a great development, allowing consumers to see the distinctive light pink colour of the wine and giving an overall fresher look to its presentation.

"For 73 years Mateus has been in-tune with consumers' tastes and that has been a key to its lasting international success. Along with taste, we recognise that modern wine consumers are interested in the colour of their preferred rosé and we want to give them what they want."