Mateus is rolling out a GBP1.2m advertising campaign in support of a new variant, Mateus Rosé Tempranillo and the original Mateus Rosé brand.

Launching on national TV in the UK in July, the campaign will run throughout the summer months and is aimed at recruiting younger drinkers to the brand.

"During the summer of 2004 Mateus Rosé was the largest advertiser in the wine market, we are set to be even bigger in 2005 with a 20% year-on-year increase in marketing spend," said Paul Evans, senior product manager for Mateus Rosé at First Drinks Brands.

In a rosé market performing strongly, Mateus Rosé saw value growth of 42% between 2002 and 2004, the company said.

The TV campaign, expected to be seen by 37m adults, will be backed by a poster campaign and sampling.

Mateus Rosé Tempranillo will launch in Morrisons, Spar and Booker Cash & Carry, with a retail price around GBP4.99.