Mateus to launch lighter style wine range in UK through Stevens Garnier
Mateus, the iconic Portuguese wine brand, is introducing a new lighter style wine range as part of a £2 million investment in the overall brand in the UK.
Mateus, the iconic Portuguese wine brand, is introducing a new lighter style wine range as part of a £2 million investment in the overall brand in the UK.
Mateus Light is targeted at the mainstream off-trade market through its UK branded wine distributor, Stevens Garnier.
The move follows the introduction of the Mateus Expressions range, featuring both Portuguese and international varieties, in March, in Bordeaux style bottles with a RRP of £7.99.
The new Mateus Light 5.5% range comes in a white, rosé, and a sparkling rosé. The white and rosé have a RRP of £4.99 and £6.99 for the sparkling. It is also being marketed as a lower calorie as well as a lower alcohol option.
The range will be driven through supermarkets, cash and carries and the convenience sector.
Matt Douglas, managing director of Stevens Garnier, which is owned by Sogrape, the Portuguese wine giant behind Mateus, appreciated the lighter style category was still relatively small, but was an area with great potential and an important area for it to be in. "The category also needs strong brands to help it grow. People are looking for brands they can trust in this area."
He added: "We want to attract new consumers to Mateus as well as giving loyal Mateus drinkers the opportunity to enjoy the wines from this much-loved brand in a new way.
* The Mateus Expressions range includes three rosé wines - Baga & Shiraz, Baga & Muscat and Aragonez & Zinfandel - and one white wine - a Maria Gomes & Chardonnay blend.
· Stevens Garnier has also introduced a new range of Spanish table wines from Bodegas Osborne which is focused at the growing £7 to £9 Spanish wine category. "We needed to strengthen our Spanish offer and this really fills a gap for us," said Douglas.
The wines include the Artista, Solaz, Inspiración and Seven wine ranges, as well as a premium Tempranillo blend called Coupage.
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