Mateus Light is launched in the UK

In a first for Portugal, Mateus is launching a range of low alcohol wines. Mateus Light is the latest creation from the global brand, comprising a still rosé, a sparkling rosé and a white wine, all with an ABV of 5.5%.

The new range, which was introduced at The London Wine Fair, is aimed at  consumers seeking wines which are lower in alcohol but equal in flavour and character to wines with regular alcohol levels.

Mateus Light is the latest move in a brand investment worth £2 million this year in the UK, which seeks to increase the wine drinking opportunities of current Mateus consumers and to attract new wine drinkers, particularly in the young adult category. Earlier this year Mateus launched its “Expressions” range, offering four wines which combine Portuguese and international varietals. Now, with the launch of Mateus Light, the brand offers lighter wines which are a natural fit for its refreshing style and are suited to many drinking occasions where alcohol level is a key part of the purchasing decision.

Matt Douglas, managing director of Sogrape’s UK agency Stevens Garnier told The Drinks Report: “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 name Mateus generates immediate recognition with wine drinkers and we aim to offer them a broad palate of styles to suit their diverse wine drinking occasions. Since its inception in 1942 Mateus has been synonymous with innovation and a refreshing style. Mateus Light reinforces that position and broadens the brand’s market presence in a way which is relevant to consumer demand.”

9 June 2014 - Felicity Murray The Drinks Report, editor