Mateus 80 Anos — A Brand-Anniversary Activation in Portugal
Eighty years of Portugal's most recognised rosé, staged as one live night.
Mateus 80 Anos is the brand-anniversary activation BTQ Events produced for Mateus Rosé — the rosé Sogrape created in 1942, and the most internationally recognised Portuguese wine on the market. The brief was a single evening that carried eighty years of the brand into a contemporary, fully branded environment.
A brand activation is a live experience built to create a direct, physical connection between a brand and its audience, not a message broadcast at them, but a room they move through. A brand-anniversary activation does the same around a milestone: it translates heritage into something guests take part in on the night.
Eighty years of heritage, made current.
Eighty years is a heritage number, and heritage can read as nostalgia. Mateus Rosé needed the opposite — an evening that felt current to the people in the room while still belonging to a brand born in 1942. BTQ built the night around the one asset every guest already recognises: the colour. Instead of displaying the bottle, the production made guests stand inside its rosé pink — pink-lit walls, neon lines and reflective surfaces turning the brand's most familiar visual cue into the architecture of the night.
- Scenography & staging — the brand's signature rosé pink translated into a built environment
- Neon and immersive lighting installations
- Live performance programming across the evening
- Branded experience and photo zones
- On-site production — one team from build to strike
BTQ produces brand activations and product launches across Portugal, in venues from Lisbon to the Douro — one team from concept to strike.
Brand activations — questions we hear
A brand activation is a live experience built to create a direct, physical connection between a brand and its audience — an event, installation or campaign people take part in rather than simply watch. Mateus 80 Anos is one example: an 80-year milestone staged as an immersive, fully branded environment in Portugal.
A brand-anniversary celebration turns a milestone into a guest experience — scenography, lighting, live performance and branded zones that carry the brand's heritage into something current. For Mateus 80 Anos, BTQ Events rendered the brand's signature rosé pink as staging and neon installation rather than signage.
Alongside brand activations, BTQ produces product launches, gala dinners and milestone celebrations across Portugal — Lisbon, Cascais, Porto, the Douro and beyond. Each runs through one production team from concept to on-site execution.
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Planning a brand activation, launch or anniversary in Portugal?