Brand Phoenix boosts low-alcohol

Brand Phoenix has pledged to cut 50 million units of alcohol from the market over the next three years by growing its low-alcohol Café Collection range and cutting abv levels across the rest of the First Cape portfolio.

Café Collection will now have three tiers – Cape Bay at 4% abv, the standard Café Collection range at 5.5% abv, and Discovery Series, also at 5.5% abv, which includes a New Zealand Sauvignon Blanc, an Italian Pinot Grigio and a Californian Zinfandel Rosé.

Brand Phoenix director Steve Barton called on retailers to support his pledge – which is part of the government’s Responsibility Deal on alcohol – by giving more shelf space to lower alcohol wines.

The company also announced that First Cape will be supporting the British & Irish Lions’ tour of Australia in 2013.

Barton said: “If we don’t team up – retail, sporting institutions and large-scale brands – we will fail, and the government will have no other choice than to hammer the industry in the wrong way.”

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