First Cape ready for rugby sponsorship

25 January, 2008

South African wine brand First Cape

is sponsoring the British and Irish Lions' rugby tour to South Africa in 2009.

The brand, which is owned by Brand Phoenix, is the team's first official wine sponsor in the £1 million deal.

Steve Barton, one of the directors of owner Brand Phoenix, said the sponsorship marked the next stage in the brand's development after gaining recent listings in a number of UK multiples and independent retailers.

Fellow director Steve Rosser said: "Our UK plans obviously include powerful activity within the on and off-trade, whilst we are planning a massive tasting and event -driven experience for the 50,000 fans expected to travel to South Africa to follow the tour."

First Cape grew off-trade sales by 14 per cent to Jan 26 this year (Nielsen).

The Lions tour dates back to 1910, when a committee from all four home unions selected a team to sent to South Africa.




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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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