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Mateus launches Kanga Pack

Published:  18 January, 2007

Mateus Ros, the specialist ros wine brand distributed in the UK by First Drinks Brands, is launching its unique and innovative Kanga Pack' aimed at encouraging trial of the Mateus Ros range during the run up to the key summer trading period.

Reminiscent of Australia's best-known marsupial, the Kanga Pack is a first for the UK wine market. Featuring a sample-sized 18.7cl bottle of Mateus Tempranillo Ros banded to the front of Mateus Original Ros's distinctive 75cl cantil' bottle.

Marked with the words Try Me Free', the Mateus Kanga Pack is designed to showcase its new varietal wines: Mateus Tempranillo Ros and later on in the year, Mateus Shiraz Ros.

"This is real innovation within the wines category and is something that Mateus is once again proud to lead the field with," says Anthony Habert, senior brand manager for Mateus Ros at First Drinks Brands.

"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."

Habert adds, "As price promotions become deeper and deeper in order to grab consumers' attention, Kanga stands out as a responsible and innovative mechanic to encourage trial."

Mateus Ros continues to go from strength to strength, within the buoyant ros wine category. 2007 saw ros wine sales grow at 30% and Mateus Ros believes that 2008 will see a strong continuation of this trend.

"Brands are key to the growth of ros within the UK and as the 4th best selling ros in the country, Mateus Ros's programme of consumer driven innovation will be crucial in supporting this increase in demand," Habert concludes.

Mateus Ros Kanga Pack will be available from April in Somerfield, Booker, Landmark, Rhythm & Booze, CJ Lang, Botterills Convenience Stores and all good stockists.

Source: First Drinks Brands