Big SA brand gets into rugby 20 February 2008

But First Cape is sponsoring the opposition...

First Cape, the brand owned by a bunch of co-op wineries and a few others including the Johnsons of Newton Johnson, is one of South Africa’s big export stories in recent years, especially to the UK. So it makes sense that they’ll be supporting the rugby series between the Springboks and the British & Irish Lions, in South Africa in 2009 – by supporting the team supported by the drinkers they’re hoping to woo.

According to the British trade publication Off Licence News, First Cape has entered into a million-pound sponsorship deal. A director of the company says they ‘are planning a massive tasting and event driven experience for the 50 000 fans expected to travel to South Africa to follow the tour’.

• Link to First Cape website