Mateus rosé clears up its design

Portuguese rosé brand Mateus is switching to a clear glass bottle this summer, in an attempt to give the wine a “more modern look”.

The new Mateus clear bottle has already been market tested in Poland, Canada, Japan and Germany before being introduced to the UK (Photo: Mateus)

The design change, which will maintain Mateus’ flask-shaped bottle, is the result of research carried out by brand owners Sogrape Vinhos, which concluded that UK drinkers prefer purchasing rosé in clear glass.

The new clear glass bottle has already been been market tested in Poland, Canada, Japan and Germany over the past 18 months, with Sogrape reporting a 15% increase in sales on average.

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.”

Sogrape has also taken to warning consumers of the change by attaching neck-tags to its last run of green-bottled wines that detail the move from green to clear glass.

A new digital marketing programme for Mateus will also launch in tandem with the glass colour change, including a new website and new Facebook, Twitter and Instagram profiles.

Douglas said, “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.”

This time last year, Mateus unveiled a range of low alcohol wines as an appeal to new customers.