The brand is teaming up with Sainsbury’s to offer rugby fans that join the club “exclusive deals” and wine delivered to their door.
Steve Barton, joint UK director at Brand Phoenix, believes the wine industry is “living in the dark ages” when it comes to online retail.
He said poor presentation deters consumers from ordering wine online, so the brand will focus on quality packaging.
“Wine is often presented loose in plastic bags, which are breakable, and that is not the best way to receive one of the most exciting parts of an online purchase,” he said.
“We are bringing out very bespoke bar-coded packs.
“We are focusing on four-packs, because six bottles of wine is a lot for someone to buy, when you consider the average bottle of wine costs £4.78.”
The company has revealed new packaging to promote the wine club and the sponsorship of the Lions.
Rugby and wine fans can sign up and receive email alerts full of information about the tour and previous tours.
Lions legend Sir Ian McGeechan will reminisce on past tours, offer predictions for the 2013 Australia tour and give personal wine recommendations.
There will also be the chance to win a trip to see the Lions in Hong Kong.
“The tour will be the biggest sporting event of 2013 and then the Rugby World Cup is coming to Britain in 2015 so we can keep the momentum going,” said Barton, whose First Cape and Café Collection brands account for 3.5% value of the total wine market among multiple grocers.
“We will be promoting our range of lighter wines to show the government that we, as a major brand, are doing our bit.”