First Cape expands into new pack formats

07 January, 2011

First Cape has launched a four-pack of 50cl bottles for its core range of red, white and rosé wines as well as its 5.5% abv Café Collection wines.

Steve Rosser, director of supplier Brand Phoenix, said it was the first step in a major drive by the company to come up with products to meet different consumer needs.

“Other FMCG categories deploy easy-to-purchase multipacks significantly better than the wine industry,” said Rosser, “and we see this as an enormous customer requirement.

“Given the surge of convenience retailing, we believe this is the primary pack style for the sector.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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