Brand Phoenix boosts low-alcohol

01 December, 2011

Brand Phoenix has pledged to cut 50 million units of alcohol from the market over the next three years by growing its low-alcohol Café Collection range and cutting abv levels across the rest of the First Cape portfolio.

Café Collection will now have three tiers – Cape Bay at 4% abv, the standard Café Collection range at 5.5% abv, and Discovery Series, also at 5.5% abv, which includes a New Zealand Sauvignon Blanc, an Italian Pinot Grigio and a Californian Zinfandel Rosé.

Brand Phoenix director Steve Barton called on retailers to support his pledge – which is part of the government’s Responsibility Deal on alcohol – by giving more shelf space to lower alcohol wines.

The company also announced that First Cape will be supporting the British & Irish Lions’ tour of Australia in 2013.

Barton said: “If we don’t team up – retail, sporting institutions and large-scale brands – we will fail, and the government will have no other choice than to hammer the industry in the wrong way.”




Bookmark this


Site Search

COMMENT

Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter