First Drinks Brands is pumping £1m into the first consumer ad campaign behind veteran wine Mateus Rosé in 15 years.
The stalwart Portuguese label will appear on outdoor posters positioned around supermarkets and off-licences as well as on sites on the London Underground.
The push, which starts next month and will run until July, is intended to attract more drinkers to the rosé category and drive sales of Mateus during the key summer period.
Carrying the strapline ‘Drink Pink’, the ads will be backed up by in-store sampling, point of sale material and an on-pack offer in the wholesale channel.