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FirstCape Wine launches 'most aggressive' distribution push to date

Published:  14 September, 2012

FirstCape Wines, is to launch its most aggressive independent and wholesale distribution drive in its 10 year history, which includes rolling out a free stock deal initiative.

The campaign will coincide with its global sponsorship of the British & Irish Lions 2013 Tour, through its impulse partner, SHS, for the brand's FirstCape Light, Café Collection and full strength wines.

Steve Barton, joint UK director of Brand Phoenix, said: "The British & Irish Lions tour of Australia will have a huge and relevant consumer audience, given the core wine buying demographic that follows the Lions across England, Scotland, Ireland and Wales."

"To that end, we are announcing our most aggressive distribution drive across the independent and wholesale sectors which will run from September to Christmas and for the duration of the tour."

First Cape believes its greatest distribution opportunity lies within the impulse channel where the brand has only recently entered the top 10, it claims the opportunity that exists is in the region of £35 million pounds.

Barton added: "FirstCape launched in the impulse channel only four years ago and we are delighted to already be hitting top 10 status, growing by 11.9% (mat Nielsen May 2012). The average time to reach this position in the channel for our top 10 competitors is 20 years."