is sponsoring the British and Irish Lions' rugby tour to South Africa in 2009.
The brand, which is owned by Brand Phoenix, is the team's first official wine sponsor in the £1 million deal.
Steve Barton, one of the directors of owner Brand Phoenix, said the sponsorship marked the next stage in the brand's development after gaining recent listings in a number of UK multiples and independent retailers.
Fellow director Steve Rosser said: "Our UK plans obviously include powerful activity within the on and off-trade, whilst we are planning a massive tasting and event -driven experience for the 50,000 fans expected to travel to South Africa to follow the tour."
First Cape grew off-trade sales by 14 per cent to Jan 26 this year (Nielsen).
The Lions tour dates back to 1910, when a committee from all four home unions selected a team to sent to South Africa.