Saturday, June 8, 2024 is National Rosé Day. Celebrate with Mateus!
Who remembers Mateus wine from the 1980’s? We used to drink it back in college. Young budding sophisticates, we were drawn to the curvy, distinctively-shaped bottle, designed after an army flask. The shape of the bottle was also strategic so as to catch the eye of shoppers like me. Upon consumption, I kept the empty bottle in my bedroom window with some others that I liked. I just discovered, though, that I missed an opportunity… apparently this bottle made an excellent candle holder.
Mateus was long forgotten, but I was reminded of it last week while dining at a restaurant in Lisbon. There were black and white photos on the wall showing celebrities like Jimi Hendrix, Ace Frehley of KISS, and Fado legend Amália Rodrigues all enjoying Mateus Rosé, and it brought back memories. I wondered, “Was it still around after all these years?”
Back in the 1970’s, it was the best-selling wine in the world, an amazing feat for a tiny country the size of Indiana! Beloved by such celebrities as Hendrix, Rodrigues and Frehley, it also appeared in the background of a photo of Steve Jobs in 1975 and on a 1973 Graham Nash album cover. Famously, Queen Elizabeth II even requested it at a hotel. Astronaut Frank Borman said about it, “My only regret is that when I flew around the moon, I wasn’t drinking Mateus.”
Mateus put Rosé Wine on the Map
Mateus was created in Portugal in 1942 at a time when rosé was only a tiny part of the global wine market. Exported first to Brazil after World War II, it was later expanded to Europe and North America in the 1950s, where it exploded. New on the market at a time when people were discovering new wines, it was casual, refreshing and fun. By the 1970s, Mateus was producing more than 40 million bottles each year, half of which went to the United States.
In addition to rosé, less premium blush wines like White Zinfandel became popular. But over the next few decades, pink wine demand declined in favor of the classic reds and whites. Like fashion, wine preferences can change. Merlot lost popularity in favor of Pinot Noir in the 1990’s, for example.
Pretty and Pink
Then demand for rosé in the United States exploded from 2010 to 2020, according to bw166, an authority on beverage alcohol sales and trends. U.S. rosé sales volume increased by an incredible 1433% from 2010 to 2020, led primarily by France. Its Whispering Angel dry rosé from Côtes de Provence is said to be the most popular rosé in the world. Famously, in 2014 the Hamptons had an extended shortage of rosé at local restaurants which no doubt boosted demand.
Some experts believe the rise of rosé was due to Instagram and social media. Back in the day, famous people were photographed drinking it, and it fueled demand. Today, while celebs like Adele and the Beckhams are seen enjoying it, anyone can appear on social media with a sparkling glass of pretty, pink rosé. FOMO does the rest.
Frosé Your Way
Then in 2016 a new trend (and a new word) arrived on the scene: frosé, or frozen rosé. Bon Appétit declared it “The Summer of Frosé,” and everyone was enjoying it out on a warm day – or making their own, a trend which accelerated during COVID. Mateus offers this recipe for frosé:
Mateus Frosé
- 250mL Mateus Rosé Original
- 50mL wild berry fruit juice
- 50mL vodka
- 30g sugar
- 3 strawberries
- Ice, ice, and more ice
Place all ingredients in a blender and mix. Garnish with lime zest.
National Rosé Day
National Rosé Day was founded in 2014 by Swedish rosé house Bodvár to celebrate their love of rosé. It comes around every year on the second Saturday in June. This year National Rosé Day falls on Saturday, June 8 so do your shopping early in case there’s another shortage!
Mateus Wine in 2024
Which brings me back to Mateus. Not only is it still around, it’s still Portugal’s best-selling wine; Mateus still sells 38 bottles per minute. The bottle has been modernized and the company is scrambling to get back in front of consumers. Including its Original, there are four varieties on offer:
- Mateus Rosé Original
- Mateus Medium Sweet Rosé
- Mateus White
- Mateus Sparkling Brut Rosé
The brand celebrated its 80th anniversary in 2022, commemorated with a trio of limited edition bottles, each one dedicated to a genre of music that has traditionally been enjoyed with Mateus – samba, hip hop and jazz.
Mateus Wine: Going Strong and Here to Stay
After more than eighty years, Mateus wine has stood the test of time. Although there is more competition in the rosé space than ever before, this is due largely to their arrival in the 1940s and subsequent great success over the decades. Next time you’re in the mood for rosé, check it out. Better yet, do it next week. June 8 is National Rosé Day!
