Spanish Mateus

Published: 23 July, 2008

Mateus is expanding its ros portfolio for the first time in 60 years with the addition of a Spanish ros and is backing it with a 1.2 million advertising and marketing spend in 2005.

Mateus Ros Tempranillo is a single-varietal, single-vintage wine, which has been produced in Valencia, Spain. It is expected to retail for 4.99.

A spokesperson said the move represents the culmination of over two years of investment and activity as part of a focused effort to attract new consumers to a rejuvenated and modern brand'.

Paul Evans, senior product manager for Mateus Ros at UK distributor First Drinks, said: With its core user base of around 1 million loyal but generally older consumers, it has been a key goal for Mateus Ros to recruit younger, 20- to 35-year-old users to the brand.

This process began with the repackaging of the original Mateus Ros bottle in 2003, and a 1 million advertising campaign last year, placing Mateus as the second-largest wine advertiser in the UK and leading to value growth of 42% over this period.'

Mateus Ros Tempranillo has been designed specifically to appeal to younger wine consumers in both its taste and packaging. The original bottle shape remains, but the green glass used in the original packaging for Mateus has been replaced by clear glass.

Francisco Ferreira, board member of brand owner Sogrape, said: Mateus has expertise of more than 60 years in ros winemaking. Now the time has come for the brand to enter a new stage as we aim to fully establish Mateus as a specialist brand in ros wines. The launch of this new Mateus Ros Tempranillo is a first stage in the process.'

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