Saddam's top tipple gets a shot in the arm

Perhaps it was the revelation that it was Saddam Hussein's favourite tipple, or the ignominy of having a generation using its bottle as a table lamp.

Whatever the reason, Mateus Rose is to join those other ugly sisters of the wine world, Black Tower and Blue Nun, in receiving an image makeover. If successful, its makers hope the choice of bottles left at parties when all the other booze has run out could now be down to just Cinzano and Martini Bianco.

First Drink Brands, which distributes the Portuguese wine in Britain, said it would drop the word "Rose" from the label and replace its distinctive round bottle with taller, slimmer versions.

Marketing companies are convinced rebranding can revive the fortunes of any product, even one with such a resolutely 1970s image.

Only last week Reh Kendermann, owner of the Black Tower brand, announced he was spending £1m on updating its image.

And last year Blue Nun spent millions on advertising in America, Japan and China to raise its profile. It may have been felt Britain was a lost cause.