Matues invests in £1.5m ad push

Mateus penguins

DRINKS NEWS

Mateus invests in £1.5m advertising push

liquid assets, drinks news, night online, COMMENTS

24 May 2007: Mateus, the specialist rosé wine brand distributed by First Drinks Brands, is investing
£1.5 million in new TV advertising to drive awareness and trial over the important summer months. A new varietal, Shiraz, will also join the existing Original and Tempranillo to create a comprehensive rosé offering.

Featuring pink penguins, the advertising is a development of the successful creative concept ‘Anyone can do cold and pink. No one does rosé like Mateus’. The campaign runs for 6 weeks from xth June across Channel 4, ITV, London Granada, Scottish and Central in 10’, 20’ and 30’ spots.

"By advertising during programmes such as The F-Word, we will reach our target audience of young sociable female drinkers,’ says Anthony Habert, senior brand manager for Mateus at First Drinks Brands. ‘Many of these drinkers are already enjoying rosé as evidenced by the category’s strong growth at 29% and this significant investment will help to further raise the brand’s profile."

Following the success of last year’s pink polar bear execution and with a long hot summer expected, First Drinks predicts another record breaking year for the rosé sector and for the Mateus brand as the only recognised rosé specialist.

In time for the summer sales period, Mateus is introducing Mateus Shiraz, a French vintaged varietal, to strengthen its rosé portfolio. "Launching a third varietal means Mateus now offers a full complement of styles through dry, medium-dry and medium within the sub £5 sector thus catering for all tastes and all rosé drinking occasions," explains Habert.

First Drinks believes that the Mateus brand’s ability to combine its European winemaking expertise with a new world style portfolio strategy is creating new audiences for the brand.

"The advertising will help to generate high brand awareness during a key sales period and to stimulate trial we are also investing in a series of tasting opportunities through the Channel 4 Taste Festivals in London, Bath, Birmingham and Edinburgh in June and July,” says Habert.

Mateus will be sampled among the estimated 130,000 discerning and upmarket AB food lovers and urbanites expected to visit the festivals. Under special star-shaped marquees, each visitor will receive a bespoke tasting tray decorated with easy to understand tasting notes and samples of all three varietals. ‘Mateus performs consistently well in taste tests and we believe the innovative tasting scenario will capture the attention of visitors, demonstrate the quality of the range and lead to purchase in the retail environment.

"We are confident that this integrated marketing approach, including TV advertising, extensive tasting and the launch of a new varietal will create brand awareness, trial and a strong summer of sales," says Habert.

From: NIGHT Online

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