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Alesha Dixon becomes FirstCape ambassador

Published:  17 August, 2011

Alesha Dixon, singer and Strictly Come Dancing judge has been announced brand ambassador for FirstCape's Café Collection lighter style range.

Dixon will launch the brand's nationwide Queen of Chat competition, that is looking to find the UK's most "chatty, fun, engaging and bubbliest female", to reflect the range.

The appointment comes as part of the company's £2million marketing campaign, that aims to raise awareness of lighter style wines in a bid to evolve and grow the lower-alcohol market.

Steve Barton, UK Director for FirstCape, said: "We are thrilled to have Alesha on board as the face of FirstCape Café Collection.

"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.

"Having a high profile celebrity to front the campaign will help us raise awareness of our brand and the investment behind it, will demonstrate our commitment to growing the lighter style wine sector to the trade."

The competition launches on August 15, when entrants will be able to upload videos.

The winner will be crowned the Queen of Chat, win a year's supply of FirstCape Café Collection, £2,000 and have a chance to meet Alesha Dixon.