First Cape’s rugby link-up extended

10 December, 2010

First Cape has extended its sponsorship of rugby union’s British & Irish Lions to cover the 2013 tour to Australia.

The deal follows on from last year’s sponsorship of the Lions tour to South Africa – the country where the wine brand originated before extending to cover wine sourced form other New World countries.

First Cape brand ambassador Sir Ian McGeechan said: “Having seen First Cape’s plans for its Australian range, we have an eventful journey for the Lions and First Cape fans over the next three years.”?The brand has also embarked on a sampling campaign with a responsible drinking theme for its Café Collection range of reduced-alcohol wines.

The sampling tour for the 5.5% abv wines will focus on supermarkets, wholesalers, convenience stores and university campuses.

Greg Wilkins, joint director of First Cape supplier Brand Phoenix, said: “Consumers

have shifted towards lighter styles of wine.”




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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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