First Cape extends 5.5% abv offering with Light

01 August, 2012

Brand Phoenix has extended its First Cape Discovery Series brand line in the UK with Light, a trinity of lighter wines with an abv of 5.5%.

The Light range, which is available in still and sparkling styles and comprises a New Zealand Sauvignon Blanc, Italian Pinot Grigio and Californian Zinfandel, follows in the footsteps of First Cape's lighter abv brand line Café Collection.

First Cape Light is available in UK supermarkets Morrisons and Tesco in 50cl (RRP £3.99) and 75cl (RRP £5.99) sizes.

According to Brand Phoenix the new wines contain 57 calories per 125ml glass (compared with 74 calories per glass of standard First Cape). 

Steve Rosser, joint UK director of Brand Phoenix, said:  “We have witnessed significant demand for the 5.5% market over the past year so expanding our repertoire by offering the new First Cape Light varietals was a natural move for the business.

 “Lighter styles are a massive growth opportunity. They have entered the top 10 wine categories for the first time and are now bigger than some generic wine categories, such as Argentina.

“Given the success we have gained with Café Collection, we are confident that this new tier of varietals will also prove a hit with consumers.”

According to Brand Phoenix, the lighter style wine category has grown by 34.7% over the last year and the category is worth £38 million, of which a 60% share is occupied by First Cape. 





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