T: 01306 875225
Marketing and promotional spend for 2008/9: £4.7 million
Brands: First Cape (South Africa), Porta (Chile), Trapiche (Argentina), Renaissance (France), Castillo de Liria (Spain)
Off-trade split: 96%
Key personnel: Greg Wilkins, director; Steve Rosser, director; Steve Barton, director
The main piece of marketing activity for Brand Phoenix saw its First Cape South African brand become partner sponsor of the British & Irish Lions rugby union side for a 2009 tour of South Africa, which will include primetime TV and radio coverage. With 50,000 fans expected to travel to South Africa for the tour, a number of First Cape events are planned to take place around the tour.