First Cape launches wine club

06 March, 2012

First Cape has launched an online wine club as part of its sponsorship of the British & Irish Lions tour of Australia.

The brand is also set to unveil new packaging promoting the sponsorship deal in April.

Steve Barton, joint UK director of brand owner Brand Phoenix, said: “Following considerable online customer research, we have significant plans for consumer engagement such as the bespoke British & Irish Lions ‘four-pack’ and exciting consumer competitions.” 

There will also be a programme of PR and marketing activity to promote the Lions Wine Club.




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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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