To coincide with this, the company will also be revealing new packaging to promote the brand's sponsorship of the Lions Tour and the launch of the Wine Club. The Lion red 'top' will go live from April.
The demographic following of the British & Irish Lions which is perfectly matched to the core wine buyer provides a powerful retail opportunity for the FirstCape brand. Given the boom of online retailing across every FMCG sector it is now critical that we engage this platform as one of the leading UK wine brands.
Steve Barton, Joint UK Director of Brand Phoenix, comments: Following considerable online consumer research we have significant plans for consumer engagement such as the bespoke British & Irish Lions '4 Pack', interviews with Sir Ian McGeechan and very exciting consumer competitions.
FirstCape has committed significant investment to support the Lions Wine Club via a programme of PR and marketing activity.