FirstCape Wines, official sponsor of the British & Irish Lions, has become the best-selling South African wine brand in the UK off trade.
FirstCape, who signed up with the Lions in February 2008, has also overtaken rivals Kumala and WolfBlass in the overall tables to sit as the eighth best-selling wine in the UK off trade.
Director Steve Rosser commented, "We are delighted to have hit the category leader position in only six years. The last year especially has been very exciting, with the Lions sponsorship the focal point of all our activity. We’re thrilled that our hard work has paid off, although there is still a lot of work to do.
"We’re now looking forward to showing the Lions our support alongside the thousands of fans who will be travelling to South Africa."
Lions chief executive John Feehan stated, "We sincerely congratulate FirstCape for this wonderful achievement. We’re immensely proud to have the UK’s number one South African wine behind us and hope to replicate FirstCape’s success on the pitch."
FirstCape Director Greg Wilkins added, "We have hit a very significant target but our sponsorship doesn’t end here. The Lions FirstCape Legacy project – which will benefit the local community around our winery in South Africa – is a very important part of what we are doing. The project will be unveiled during the Lions tour by the squad members, and we’re looking forward to toasting their successes alongside our own."