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First Cape boost

Published:  23 July, 2008

South African brand FirstCape is to get a home' for the first time when a 4.5 million-litre winery is built in the Breede Valley later this year.

FirstCape, produced by a group of five co-ops and imported into the UK by Brand Phoenix, has previously been produced and blended at various sites around the country.

Greg Wilkins, a director at Brand Phoenix, said: Although the grapes will still be crushed at the co-ops, all the wines will be blended and bottled at the new site. This should make the blending process a bit easier.'

A new addition to the FirstCape range was released earlier this month. FirstCape First Selection has a RRP of 7.99 and will be supported with regular half-price deals.

Asda has already launched it using this mechanic and another multiple is expected to do so soon.

We are expecting FirstCape volumes to double this year to about 750,000 cases on the back of the new range and increased listings,' said Wilkins.

Brand Phoenix is also launching new packaging for its Renaissance brand from France and a new premium Bordeaux

tier featuring a red and a white at 7.99, supported with regular half-price deals.