Mateus Rosé, distributed in the UK by leading independent drinks company First Drinks, is launching a new Customer Relationship Marketing (CRM) programme, which will include a neck collar promotion across one million bottles of Mateus Rosé Original. The promotional bottles will be rolled out to stores nationwide from the end of June, offering the chance to win a holiday to Portugal.
Alvin Saal, Brand Manager for Mateus, says: “We are making a significant investment in supporting Mateus Rosé this summer to engage with Mateus drinkers, increase our direct communication with them and offer rewards for their loyalty.”
As part of the CRM campaign, Mateus drinkers will be invited to enter a competition to be in with a chance of winning a luxury mini break for two people to the Algarve, which will include return flights from London, two nights in a four star hotel and £500 spending money. Ten runners up will each win a complete Mateus Rosé picnic basket. Customers can enter by completing a short questionnaire on the back of the neck collar or online at a dedicated campaign website – www.mateusrose.net.
The CRM activity will be supported by the Mateus website, which will feature information on the Mateus Rosé range and additional content including tips on the perfect picnic areas, summer cocktails and an outdoor events guide for the summer.
Saal adds: “Rosé continues to be hugely popular with British wine drinkers and Mateus has experienced strong growth (12% value and 7% volume). This promotion will increase shelf standout for Mateus and we’re confident it will really appeal to consumers, helping us capitalise on what is traditionally a very strong sales period for rosé wine.”
For more information, please go to www.mateusrose.net