Lewis Moberly wines Mateus Rosé

First Drinks Brands will launch revamped packaging by Lewis Moberly for the Portuguese wine brand Mateus Rosé, including an update of the carafe-style bottle shape, later this month.

The new bottle has a taller neck and a cleaner, less cluttered label and the word ‘rosé’ is also being dropped from the name.

According to First Drinks Brands brand manager for Mateus Rosé Jon Evans, ‘The [classic shape] is instantly recognisable and this has been enhanced and improved with a more contemporary and premium feel.’

Evans adds, ‘The overall design has less detail and an increased prominence for the [brand] name. It significantly improves shelf stand-out.’

Lewis Moberly declined to comment on the project.

It is hoped the redesign – the first change in the brand’s 60-year history – will help Mateus Rosé to shake off its 1970s image and appeal to contemporary consumers.

Two other 1970s wine brands, Black Tower and Blue Nun, also launched revamps recently.