First Drinks Brands will launch revamped packaging by Lewis Moberly for the Portuguese wine brand Mateus RosÃ©, 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 ‘rosÃ©’ is also being dropped from the name.
According to First Drinks Brands brand manager for Mateus RosÃ© 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 RosÃ© 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.