The Kanga pack features an 18.7cl bottle of Mateus Tempranillo rosé attached to the front of a 75cl Mateus Original rosé bottle with a wrapper saying “try me free”. Later in the year, the same format will be used to trial a Shiraz rosé.
Importer First Drinks Brands believes the new format will bring “real innovation” to the category and will help drive summer sales.
Anthony Habert, senior brand manager for Mateus rosé at said: “When Kanga was fittingly first launched in Australia and then later in Spain, it was hugely popular and far more effective than the run of the mill price promotions, which consumers have become used to.
“As price promotions become deeper and deeper in order to grab consumers’ attention, Kanga stands out as a responsible and innovative mechanic to encourage trial.”
The pack will be available from April.