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Alesha Dixon fronts First Cape campaign
Singer and Strictly Come Dancing judge Alesha Dixon has been appointed brand ambassador for First Cape’s Café Collection lighter style range.
The former Mis-Teeq singer has teamed up with the South African brand to launch a nationwide Queen of Chat competition looking to find the UK’s most ebullient woman, to reflect the brand’s lighter style range.
Dixon’s appointment comes as part of a £2 million marketing campaign for First Cape in 2011, which aims to raise awareness of lighter style wines in a bid to evolve and grow the lower-alcohol market.
“We’re thrilled to have Alesha on board as the face of First Cape Café Collection,” said UK director for First Cape Steve Barton.
“We have significantly boosted investment in the brand this year as we see a real opportunity to further exploit the lighter style market.
“The Queen of Chat competition is a great platform for us to engage with target consumers and recruit new drinkers to the category, demonstrating our commitment to growing the lighter style wine sector to the trade.”
The Queen of Chat competition launches on 15 August when entrants will be able to upload videos to www.cafecollection.co.uk.
The winner will scoop a year’s supply of First Cape Café Collection, £2,000 and a chance to meet Alesha Dixon.
First Cape’s Café Collection is the fastest growing lighter style wine brand in the UK.