Mateus Rosé, the specialist rosé 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 Rosé 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 Rosé banded to the front of Mateus Original Rosé'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 Rosé and later on in the year, Mateus Shiraz Rosé.
“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 Rosé 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 Rosé continues to go from strength to strength, within the buoyant rosé wine category. 2007 saw rosé wine sales grow at 30% and Mateus Rosé believes that 2008 will see a strong continuation of this trend.
“Brands are key to the growth of rosé within the UK and as the 4th best selling rosé in the country, Mateus Rosé's programme of consumer driven innovation will be crucial in supporting this increase in demand,” Habert concludes.
Mateus Rosé Kanga Pack will be available from April in Somerfield, Booker, Landmark, Rhythm & Booze, CJ Lang, Botterills Convenience Stores and all good stockists.
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