First Cape grows against the odds in UK wine aisles

First Cape has strengthened its position as the number one South African wine brand in UK grocery, posting 20% year-on-year growth despite a broader decline in the category.

According to the latest Nielsen data, the brand’s performance comes as it marks 25 years in the UK market, highlighting its resilience in an increasingly competitive retail landscape.

Growth against the grain

The gains come in contrast to wider challenges facing South African wine in the UK, with First Cape outperforming the category through a focus on accessibility and consistent consumer appeal.

Momentum has been particularly strong in rosé. The brand is now the number one South African rosé in UK grocery, with sales reaching £1.38 million in value—representing growth of more than 440% year on year. This has been driven by strong rates of sale and expanded distribution.

Owner Brand Phoenix expects further gains, with full-year distribution set to support additional growth in 2026.

A changing UK market

Reflecting on the brand’s 25-year presence, Greg Wilkins, co-founder and managing director of Brand Phoenix, said the UK wine market has become “far more competitive and consumer-led”.

“Shoppers now have access to a much wider range of countries, styles, and price points than they did in the early 2000s, and retailers are increasingly focused on brands that can stand out and consistently deliver strong sales,” he said.

To remain relevant, FirstCape has focused on “accessibility, consistency, and clear shelf appeal”, ensuring its wines remain “fruit-forward, easy-drinking, and suitable for everyday occasions”.

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At the same time, the brand has refreshed its visual identity and communication to maintain a modern feel. “This balance of familiarity and evolution has helped us maintain strong recognition and loyalty with British consumers across multiple generations,” Wilkins added.

Winning in grocery

Wilkins attributes success in today’s UK grocery market to “clarity, consistency and understanding the shopper”.

“Retailers want wines that deliver dependable sales and resonate with consumers who are often making quick decisions in-store,” he said. “For me, a successful brand needs a strong identity, approachable style and a clear price point that offers value without compromising on quality.”

He added that First Cape’s focus on “vibrant, fruit-driven wines and bold branding that’s easy to recognise on shelf” has been key, alongside close collaboration with retailers.

“Ultimately, if a wine is consistent, easy to understand and enjoyable to drink, it has a much better chance of building loyalty and growing in the grocery channel,” he said.

Rosé’s sustained rise

Rosé has emerged as a major growth driver, reflecting broader shifts in consumer behaviour.

“Rosé is no longer a seasonal trend but a category with real growth,” Wilkins said. “Consumers are increasingly looking for wines that are versatile, refreshing, and suitable for relaxed social occasions.”

First Cape has responded by focusing on a “vibrant, fruit-forward style that appeals to a broad range of drinkers while remaining accessible in price”.

Looking ahead, Wilkins emphasised the importance of staying close to consumer demand. “When we created FirstCape, our ethos was always to put the consumer at the heart of our brand strategies; that hasn’t changed, and we will continue to evolve the brand by listening to what consumers want, and evolve accordingly.”