The deal follows on from last year’s sponsorship of the Lions tour to South Africa – the country where the wine brand originated before extending to cover wine sourced form other New World countries.
First Cape brand ambassador Sir Ian McGeechan said: “Having seen First Cape’s plans for its Australian range, we have an eventful journey for the Lions and First Cape fans over the next three years.”?The brand has also embarked on a sampling campaign with a responsible drinking theme for its Café Collection range of reduced-alcohol wines.
The sampling tour for the 5.5% abv wines will focus on supermarkets, wholesalers, convenience stores and university campuses.
Greg Wilkins, joint director of First Cape supplier Brand Phoenix, said: “Consumers
have shifted towards lighter styles of wine.”