Mateus first to trial new format

Mateus Rosé will be driving the trial of its varietal wines this summer with the introduction of a “Kanga Pack” in the UK, in which an 18.7cl sample of Mateus Tempranillo Rosé will be attached to the front of bottles of the brand’s Original Rosé.

This kind of promotion has been successfully used elsewhere, according to brand manager for Mateus at First Drinks Brands, Anthony Habert. “When Kanga was fittingly first launched in Australia, and then later in Spain, it was hugely popular and far more effective than the run of the mill price promotions, which consumers have become used to,” he explained.

The pack, with the words “Try Me Free” prominently displayed, will be available from April in a number of stockists such as Somerfield and Booker. The Mateus Shiraz Rosé will be the subject of the promotion later in the year.

Cinton Cawood, 19/03/08