First Cape to sponsor Lions tour

19 February, 2008

South African wine brand First Cape has been chosen as the first official wine sponsor of the British & Irish Lions.

The £1 million sponsorship deal will see First Cape support the rugby team on its tour of South Africa in 2009.

Steve Barton, one of First Cape’s UK directors 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.

“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,” added fellow director, Steve Rosser.




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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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