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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.
Why change the great dark green bottle that WAS Mateus the wine is great but not as appealing to buy in a plain bottle, sometimes it is a good thing to leave the product alone,. hope the old bottle returns in the future,
I totally agree with jeanwebster.
I loved the old green bottle – it has so many memories of wonderful evenings out with my husband. Please bring the original green bottle back.
I was unexpectedly confronted by the new clear glass bottle for Mateus Rosé in a Valencia supermarket today. My first reaction was one of horror! When the label was changed years ago, I found that a good move but to change to a clear bottle is, in my opinión, a major mistake. What next, Mateus Branco will also change from the green bottle to a clear one? Sometimes, the marketing people need to do more work on who actually buys Mateus Rosé i.e. their customer base and the effect that changes could have on that base rather than looking for ways which they hope might increase that customer base. Even in the green bottle, the Rosé was clearly visible. The ‘marketing speak’ reasons for the change are not valid. I hope that Mateus will see the error of their ways. Remember the disaster of ‘new Coca Cola’ ! ‘If it ain’t broke, don’t fix it’ may well be a less than popular trend today but in this case, Sogrape/Mateus have got it badly wrong. Now Mateus Rosé is being presented as just another clear bottled rosé which it does not deserve. Sogrape, I belñieve that you will pay a heavy Price for this decisión.
Yes get the green bottle Asap thanks
Glad to see that I’m not the only one who dislikes the clear bottle. The first time that I saw it was in Tesco and I thought it was Tesco own label brand! Although it tastes the same, the green presentation bottle was much more superior. I hope it is brought back soon!
Please bring back the green bottle….
Definitely an extremely poor decision to change the iconic bottle. My initial impression was the company had been sold or ‘farmed out’ and the red bottle product was some kind of lesser quality
item being put on the market. New bottle (at least in the 1.5 size) also seems seriously ‘bottom-heavy’ with an undersized ‘mouth’ – more easily dropped, perhaps broken. The former bottle was much better balanced and sturdy, regardless of the size you bought.
Sad to see the old bottle go, just doesn’t have the same distinguished look it used to have. It was a great “Classy Bottle’.
I was HORRIFIED when I saw that not only was Mateus Rose in yet another NEW bottle – it was not the usual beautiful, elegant shape. It is a TRAVESTY of the beautiful previous shape and colour of this gorgeous wine that has been my favourite since I was a teenager and I am now approaching 80.
PLEASE BRING BACK THE OLD BOTTLE SHAPE AND COLOUR.