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Retro wine Mateus gets a £2m boost this year

By Robyn Black , 12-Mar-2014
Last updated on 13-Mar-2014 at 09:51 GMT2014-03-13T09:51:06Z

New campaign for Mateus, Mateus Expressions launched

Retro wine brand, Mateus – that of the distinctive oval bottle – is being prepared for a big UK push this year.

Sogrape, the Portuguese brand-owner, and UK distributor Stevens Garnier, have announced a £2m investment into the brand and unveiled a new range of wines, Mateus Expressions.

The four-strong range is an attempt to combine more traditional, but less well known, Portuguese grapes with more commonly known international grape varietals.

It comprises three reds: a Baga & Shiraz blend, a Baga & Muscat blend and an Aragonez & Zinfandel blend, as well as one white wine, a Maria Gomes & Chardonnay blend.

The wines will not come in the iconic bottle but in more standard Bordeaux-style wine bottles, said Matt Douglas, MD at Stevens Garnier.

“Our research shows that Mateus has exceptionally strong brand recognition in the UK and we feel that, as one of the leading wine brands in this market, we have an opportunity to present some of the most interesting Portuguese wine varietals in a contemporary and relevant way through our new Mateus Expressions range,” he said.

The Mateus brand was developed in 1942. The first wine was Mateus Rosé, a completely new style at the time and Mateus Sparkling was launched six years ago.

It is now a household name in the UK where some 1.4m people drink Mateus every year (Kantar 2012-2013).

Mateus Rosé and Mateus Sparkling are both available to the on-trade from Matthew Clark, which earlier this month unveiled a new wine list, including 100 new wines , that "reflects the needs of the on-trade."