Mateus Rosé will be MEO Kalorama’s first wine partner, featuring the venue’s pinkest bar and lounge area, welcoming all lovers of good music and socializing—values that align perfectly with the brand’s ethos: celebration, friendship, and creativity.
MEO Kalorama, whose third edition will take place on August 29, 30, and 31 at Parque da Bela Vista, has chosen Mateus Rosé to be the festival’s first partner from the wine industry. This collaboration aims to offer the audience—primarily Portuguese and aged between 25 and 35—a unique and distinctive consumer experience. MEO Kalorama is the ideal festival both for those returning from vacation who want to extend the spirit of summer and for those just starting theirs, celebrating a refreshing experience to the sounds of renowned artists such as Massive Attack, Peggy Gou, Sam Smith, Raye, Jungle, and many others.
Regarding Mateus’s association with festivals and events where music is the special ingredient, Filipe Gonçalves, Chief Marketing Officer at Sogrape, notes: “Our presence at festivals has become increasingly important for Mateus because it allows us to stay close to the consumers we’ve already won over and who are loyal to us, while also reaching a wider audience that isn’t yet familiar with the brand and its portfolio. Summer is the season for major festivals and, at the same time, the time when consumption of Mateus Rosé picks up. This synergy creates the perfect opportunity for the brand to be present at events where demand for light and refreshing drinks is highest, so we are very happy to be the first wine partner of MEO Kalorama.”
Filipe Gonçalves adds: “It’s worth noting that this year, Mateus Rosé was present at Primavera Sound Porto, and now at MEO Kalorama, with the goal of expanding the brand’s reach. In Porto, we targeted a more mature and international audience, while in Lisbon the focus is on a younger and predominantly Portuguese audience. Thus, we believe we can reach a new level of consumers by promoting these moments of entertainment, but, above all, music and socializing. Mateus invites all music lovers to celebrate these three days at its bar and lounge area, with a series of initiatives designed to make the festivalgoers’ experience even more memorable. Before the event, the brand will organize the VIPink Experience, rewarding 90 fans with an exclusive cruise on the Mateus sailboat, transportation to the festival, a goodie bag upon entry, and access to the Mateus bar and lounge area.
During the festival, VIPink guests will also have the chance to win a stay at the Mateus Hotel by participating in a special contest. In short: there will be no shortage of good times—even those who aren’t VIP guests can count on plenty of entertainment at the brand’s booth.
About Mateus
Mateus was founded in 1942 from the visionary idea of a man ahead of his time—Fernando Van Zeller Guedes, founder of Sogrape—who created a rosé wine bottled in a design inspired by the canteens used by soldiers in World War I. From Portugal to the world, Mateus quickly became a global benchmark, built on the consistent quality of its wines. More than 75 years later, Mateus continues to believe in reinventing the rosé category, offering refreshing and fruity wines and promoting a variety of easy-drinking experiences—Rosé all day.
With a presence in over 120 markets, the brand seeks to attract new consumers around the world and make Mateus a “love brand” once again!