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


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