Alesha Dixon fronts First Cape wine campaign

16 August, 2011

Singer and Strictly Come Dancing judge Alesha Dixon has been named as the brand ambassador for First Cape’s Café Collection wine range.

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.   

Bookmark this

Site Search


Hofmeister may need more than the bear essentials to succeed

So, George The Bear is back. It’s hard for some of us oldies to fathom, but there are those under, say, 40 who can’t actually remember Hofmeister and feel the cultural jolt supplied by the return of both the bear and the beer whose marketing campaigns it used to front.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know