This advertising content was produced in collaboration with SevenFifty and our partner, Mateus.
No longer synonymous only with Port, Portugal captures the imagination of trend-setting sommeliers and industry insiders, bringing fresh attention to a fascinating diversity of grapes and growing regions. The country’s renaissance comes full circle with the rebirth of one of Portugal’s most historic brands: the legendary Mateus Rosé.
Created in 1942 by Sogrape Vinhos, Portugal’s most prominent family-owned wine producer, Mateus made history as the country’s first rosé. It didn’t take long for the brand to conquer the globe, instantly recognizable not only for its vibrant pink color but its unique, curved bottle design inspired by the flasks worn by soldiers during the First World War. With sales eventually hitting the six figures in the United States, Mateus represented the rare example of a wine brand elevated to the status of pop-culture icon. There’s even a famous photo of Jimi Hendrix chugging it straight from the bottle.
Nearly 80 years later, Sogrape updates its own history book with the release of the Mateus Dry Rosé, a modern expression of the original. As with the 2019 vintage that marked the wine’s debut, the recently launched 2020 vintage delivers a bone-dry style from the Baga and Shiraz grapes, carefully developed for the current “crisp and refreshing” rosé zeitgeist. Pale pink-hued in the glass, this still wine offers up delicate floral aromas and zippy red berry flavors that burst through to a delicious, mouthwatering finish.
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The brand’s signature packaging takes a fresh spin on the original while remaining true to the legacy of Mateus. With a sleek, gently curved bottle that reads like a modern homage to the original flask-shaped design, the latest version honors the line’s historic past while looking toward the future.
With this relaunch, the future for Mateus promises to be bright indeed. The Mateus Dry Rosé arrives at a time when curious millennial audiences are looking beyond familiar rosé regions to satisfy their cravings for pink wine. As those drinkers continue to seek out new horizons, the brand has seized upon the chance to demonstrate that Provence isn’t the only source of dry, refreshing rosés. The result? The emergence of a fresh alternative to today’s well-known rosé repertoire that backs up its easy-drinking appeal with decades of trust and name recognition.
“With the surge of interest in Portugal’s food and wine culture and the newfound excitement that continues to surround rosé, this is the perfect moment to introduce U.S. drinkers to the new Mateus Dry Rosé,” says Stephen Brauer, the CEO of Evaton, Sogrape’s distribution arm in the United States.
Positioned to reclaim Mateus’s historic role as leader of the imported rosé category, the Mateus Dry Rosé 2020 is now available on retail shelves in all 50 states, both in the full-sized flask-shaped bottle (SRP $12.99) and the single-serving, 187-milliliter “mini-Mateus” format (SRP $3.99). Both are ideal for sipping while dreaming of the Portuguese coast.