Mateus Rosé: From Cringe to Cool
Remember the 1970s wine that sold two bottles every three seconds at its peak? That's 23 million bottles a year. It's Portuguese, comes in a squat bottle, looks orangey-crimson, and tastes slightly spritzy. Yes, it's Mateus Rosé. Long dismissed as a relic, the pink drink is now experiencing an 'it's so naff, it's cool again' moment. Sipping this effervescent icon might just put you at the cutting edge of life once more.
The Rise and Fall of Mateus Rosé
Created in 1942 by Fernando Van Zeller Guedes, Mateus Rosé targeted the US market while Europe was war-torn. Its distinctive bottle, modeled after a First World War soldier's water flask, stood out on shelves. The label features Mateus Palace (Palácio de Mateus) in Portugal, though the wine wasn't made there. The owners accepted a one-off payment for the image instead of royalties, now considered one of the biggest branding blunders, as the wine has sold over a billion bottles worldwide.
By the 1970s, Mateus was arguably the world's first wine brand, selling 48 million bottles annually in the US alone. In 1978, it accounted for about 40% of all Portuguese wine exports. At a time when Britain and America were not mass wine-drinking nations, Mateus offered something simple, slightly sweet, lower in alcohol, and easy to drink. Its curvy bottle provided a chic Mediterranean vibe. So popular was it that Queen Elizabeth II once requested it at the Savoy Hotel, and Jimi Hendrix was photographed drinking it from the bottle. Elton John even namechecked it in his 1973 track 'Social Disease': 'I get juiced on Mateus just to hang loose.'
But fashion is fickle. By the 1980s and 1990s, tastes shifted toward drier, more serious wines. Sweetness became associated with unsophisticated drinkers, and Mateus fell out of favor. Then came Provence rosé with its pale salmon color, bone-dry style, and minimalist packaging, representing a rarified world that made Mateus seem woefully dated.
Why Mateus Rosé Is Making a Comeback
The renaissance of Mateus Rosé is partly due to its enjoyable flavor profile: unapologetic candied strawberries and raspberries. No one's swirling it and discussing minerality; they're adding it to slushie machines to make Mateus Frosé for summer. Its full-on fruitiness provides a better base for frosé than thin, acidic pale rosés. And at just £6.50 in Sainsbury's, it's affordable.
Younger drinkers, especially Gen Z and cusp millennials, embrace things dismissed as 'tacky' by older generations. Campy, retro, and fun are in; overpriced and serious are out. Mateus Rosé fits neatly into this shift, alongside rediscoveries of Guinness, tinned fish, and Campari.
How to Make Mateus Frosé
Ingredients (serves 4-6):
- 1 bottle Mateus Rosé
- 150g British strawberries
- 50ml pink gin (or vodka/white rum)
- 50ml Innocent Pure Summer Fruits
- A handful of ice
- 1 tbsp granulated sugar
- 60ml lemon juice
Method: Combine all ingredients in a blender. Blend on high speed until smooth and slushy. Pour into chilled red wine glasses and garnish with a strawberry. Pro tip: add a pinch of sea salt to make the flavors pop.
So whether you're a longtime fan or a curious newcomer, Mateus Rosé is ready for its encore. Cheers to cringe becoming cool again.
