FirstCape gets behind rugby sponsorship
South African wine brand FirstCape is kicking off its sponsorship of the forthcoming British and Irish Lions Tour of Australia with the launch of an online wine club.
South African wine brand FirstCape is kicking off its sponsorship of the forthcoming British and Irish Lions Tour of Australia with the launch of an online wine club.
The Lions Wine Club will go live in April to coincide with the roll-out of revamped packaging promoting the brand's sponsorship of the tour.
The type of rugby fans following the British & Irish Lions are perfectly matched to FirstCape core wine buyers, according to the company, and "provides a powerful retail opportunity for the brand".
Steve Barton, joint UK director of Brand Phoenix, said: "Following considerable online customer research, we have significant plans for consumer engagement such as the bespoke British & Irish Lions four-pack and exciting consumer competitions."
FirstCape added that it will support the Lions Wine Club with a "significant investment", including a programme of PR and marketing activity.
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