South Africa's Firstcape flies into first spot*

Friday, 23 July, 2004
Catherine Monahan
Firstcape South Africa's fastest growing wine brand in the UK.

A partnership between Brand Phoenix (UK), Newton Johnson (Walker Bay), Goudini and the De Wet Co-operative (Worcester), Firstcape has outperformed all its competitors, with its listings in Tesco, Sainsburys, Safeway/Morrisons and Kwiksave.

The brand's strong performance is thanks to its four skus between SRP £3.99 and £4.99 - a Colombard/Chardonnay, Chardonnay/Semillon, Shiraz/Pinotage and straight Pinotage.  The wines are produced by Gordon Newton Johnson, head winemaker from the premium, Newton Johnson family winery, in Walker Bay.

The integrity of the brand lies within the fact that it is a truly South African offering, using Pinotage in all its reds and providing consistent, excellent quality at the price points of £3.99 and £4.99.

Catherine Monahan, Marketing and PR Manager at Brand Phoenix, comments, 'The brand's name, packaging and proposition has been extensively researched and developed, to appeal to the UK consumer in a way that reflects the authenticity and aspirational 'feel' of the Cape and South Africa.  Our belief in sensibly promoting the brand, rather than deep discounting, has encouraged trial and repurchase to the extent that our current rate of sale off promotion, is enviable'.

*ACNielsen GB Offs Total Firstcape Volume growth (+661%) MAT to March/April 2004

See the image at left for further details - South African MAT Volume (1000's 9LT cases) = 6784 (+1%)

For more information please contact:
Catherine Monahan at Brand Phoenix in the UK on
Tel:  01306 875 219 or (m) 07976 367716