She will front the brand’s nationwide Queen of Chat competition, which aims to find the UK’s “most chatty, fun, engaging and bubbliest female”.
Dixon’s appointment is part of a £2 million marketing campaign for First Cape in 2011.
Steve Barton, UK Director for First Cape, said: “We are thrilled to have Alesha on board as the face of First Cape Café Collection. We have significantly boosted investment in the brand this year as we see a real opportunity to further exploit the lighter style market.
“The Queen of Chat competition is a great platform for us to engage with target consumers and recruit new drinkers to the category. Having a high-profile celebrity to front the campaign will help us raise awareness of our brand, and the investment behind it will demonstrate our commitment to growing the lighter style wine sector to the trade.”
The Queen of Chat competition launches on August 15. Participants will be able to upload videos with the winning entrant receiving a year’s supply of First Cape Café Collection, £2,000 and a chance to meet Alesha Dixon.