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First Cape to back 2013 Lions tour

Published:  30 November, 2010

Wine brand First Cape has renewed its sponsorship of rugby union's British & Irish Lions to cover the 2013 tour to Australia.

The brand has also embarked on a sampling campaign with a responsible drinking theme for its Café Collection range of reduced-alcohol wines.

The rugby sponsorship follows on from last year's sponsorship of the Lions tour to South Africa, the country where the pan-national wine brand originated.

First Cape brand ambassador Sir Ian McGeechan said: "Having seen First Cape's plans for its Australian range, we have an eventful journey for the Lions and First Cape fans over the next three years."

The sampling tour for the 5.5% abv Café Collection wines will focus on supermarkets, wholesalers, convenience stores and university campuses.

"We have seen a marked shift from consumers towards lighter styles of wine," said Greg Wilkins, joint director of First Cape supplier Brand Phoenix.