FirstCape Wines rebrands with a roar

FirstCape Wines, the Official Wine of the British & Irish Lions and South Africa's fastest-growing light wine brand, has unveiled its new Lions packaging.

FirstCape will carry the Lions badge on all of its bottles, with the historic Crest transposed onto all screw caps. The brand now sits just under the 1.3m 9L level as the 11th largest brand in the UK off trade.

FirstCape director Steve Rosser commented, "We are obviously delighted to be Official Sponsor of the British & Irish Lions and are very proud to release the packs into the market. Given that FirstCape is now the 10th largest-selling brand in UK grocery - but still with the lowest distribution in the Top 10 - and the leading South African brand in multi-specialist, we are looking forward to the additional impact that the on-pack association will have."

John Feehan, Chief Executive of the British & Irish Lions, said, "We are genuinely excited at the level of exposure the Tour will receive across Britain & Ireland as a result of this association with FirstCape. As the first-ever Wine Sponsor of The Lions, and with wine now the largest sector of the liquor category, the effect should be very powerful indeed."

Source: Brand Pheonix on behalf of FirstCape Wines.

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