In 1955, Systembolaget, the Swedish alcohol monopoly stores, started selling Mateus Rosé. For 70 years, this legendary, unpretentious rosé wine has been on its shelves. In other words, drinking rosé wine is not a new trend in Sweden (or anywhere else for that matter). In 1955, Mateus Rosé was just over 10 years old. Fernando van Zeller Guedes founded the brand in Porto (Portugal) amid a raging war in 1942.
The Douro Valley was experiencing a severe economic crisis, perhaps not surprisingly. But at these difficult times, what would become Portugal’s leading wine company – Sogrape – and a wine that would become a best-seller worldwide was founded. Mateus Rosé was born, and the success it would eventually have was enormous.
The chateau on the label exists; it is a beautiful chateau in the northern Douro Valley called Mateus, which Van Zeller thought would be a suitable image for the label. The owner agreed after negotiations to let his palace adorn the label. Van Zeller also persuaded, with some difficulty, a glass manufacturer to produce the bottle with the characteristic round flask-shape.
Initially, it was exported to Brazil and then, in the 1960s, Mateus conquered the British market. Famous people appeared in the advertising for the wine, among them Elton John and Jimi Hendrix (!). (So, using celebrities for wine marketing, like Lady Gaga today, is nothing new.) And then it was not long before conquering the rest of Europe, the USA, Japan… Mateus Rosé became a wine that everyone drank. Today, not everyone drinks Mateus Rosé, but it still has its loyal customers.
However, a lot has changed over the years: the bottle shape, colour and label have been modernised and the wine has changed, for example becoming drier. The brand has also expanded to include white, sparkling, Spanish and other wines.
Travel: Come on a (bespoke) wine tour to the Douro Valley in Portugal with BKWine.
