First Cape set to roar with Lions

First Cape Wines has announced its sponsorship of the British and Irish Lions tour to Australia in 2013.

First Cape, the UK’s fourth largest selling wine brand, is renewing its Lions sponsorship after the tour of South Africa in 2009, which proved hugely successful.

The announcement was made at Bath University by First Cape Wines and its brand ambassador, Sir Ian McGeechan – himself a former Lions star.

 First Cape joint director, Steve Rosser, said: “We enjoyed an excellent association with the Lions tour of South Africa and with the focus now on First Cape’s new Australian range, the build towards the 2013 tour will be full of brand activity.”

McGeechan added: “Of all the Lions tours, Australia provides one of the sternest.

“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.”

British and Irish Lions CEO, John Feeham, said: “We are delighted to renew our relationship with First Cape Wines as one of the UK’s premier wine brands.

“I am also delighted to announce today the formation of the first British and Irish Lions Wine Club, built in exclusive collaboration with First Cape Wines.”

Further details of the Wine Club will be announced in due course.

First Cape also used the opportunity to announce the launch of its responsible drinking campaign, which has been created after three years of consumer lifestyle research and will focus on its low-alcohol Café Collection range of wines.

Brand Phoenix joint director, Greg Wilkins, said: “We have seen a marked shift from consumers towards lighter lifestyles of wine, which certainly underwrites how wine must also befit the modern consumer’s lifestyle.

“Our responsible drinking campaign will concentrate on trialling the 5.5% First Cape Wines on university campuses, as well as in supermarkets, wholesalers and convenience stores.”

The campaign is backed by the Wine and Spirit Trade Association (WSTA).

Alan Lodge, 01.12.2010