Rosé brand Mateus will receive a fresh advertising push throughout August as the category continues to boom in the UK.

The brand, owned by Portuguese wine group Sogrape, will be the subject of a GBP1.2m (US$2.2m) TV ad campaign, targeted at 20- to 35-year-old drinkers. The ads, featuring a pink polar bear, will run during programmes including Big Brother and Hollyoaks.

"Brands are at the centre of the category's success and Mateus Rosé is the most iconic and well-known quality rosé brand in the world," said Helen Bull, brand manager for Mateus at its UK distributor First Drinks Brands.

She added: "We are confident that our significant level of UK investment this year will take brand awareness to new levels."