Mateus in the pink at summer picnics

25 July, 2008

A £500,000 marketing campaign for Mateus is celebrating "the great British picnic", according to First Drinks Brands.

Consumers will be encouraged to enjoy Mateus rosé as an aperitif or with a range of recipes created by celebrity chef Simon Rimmer, which will be featured in a joint promotion with Heart FM.

"The rosé category is showing strong growth of 29% on an MAT basis . Summer is the ideal time to capitalise on this and further drive demand for Mateus, which is worth £13.9 million in the UK," said brand manager Anthony Habert.

Mateus will be

sampling at five key summer events including London's Broadgate City Picnic

and the Birmingham Jazz Festival. The events will be publicised through outdoor advertising sheets and advertorials will run in London's Metro.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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