First Cape ready for rugby sponsorship

25 January, 2008

South African wine brand First Cape

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.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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