First Drinks seeks agency for Mateus Rosé

First Drinks Brands is understood to be looking for a UK agency to handle the multi-million pound advertising for the Seventies iconic mass-market wine Mateus Rosé.

The brand does not have a retained UK advertising agency. It is understood that the drinks company has shortlisted five agencies to pitch for the business.

Last summer, First Drinks spent about &£1m on the brand’s first UK consumer campaign for 15 years, with the theme “Drink Pink”. The campaign used ads developed by Euro RSCG in Portugal – Mateus Rosé is owned by Portuguese drinks giant Sogrape – with UK media buying by Manning Gottlieb OMD.

Launched in 1942, Mateus Rosé used to be one of the most popular wines in the world in its heyday in the Sixties and Seventies. At its height, it was selling over 3 million cases a year globally. However, sales fell in the Eighties.

Two years ago, the brand was relaunched in an attempt to give it a more modern appeal, with a new packaging design by Lewis Moberly. It was the first change to the design since it was launched.

First Drinks brand manager for Mateus Paul Evans declined to comment.

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