Brand Phoenix Limited

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A8(a). Alcohol Unit Reduction

Committed since:

1 January, 2013

Delivery plan:

Submitted: 15 June, 2012

FirstCape continues to execute its part of the collective pledge and has since 28th March introduced a further range of varietal 5.5% Alcohol wines bringing the total in the range to 15 wines.In a further move to pursue the pledge we have re-blended our previous 5.5% Café Collection wines( the market leader by some way in the 5.5% or less category) to become 4% from May 2012.This 4% version of the wines has now replaced the 5.5% version in the top 4 UK supermarkets. As a second part of the unit reduction pledge since April 1St 2012 over 90% of all FirstCape full strength red wines from South Africa have been re-blended to under 13% alcohol reduced from the previous industry standard levels of between 13.5- 14%.As the largest South African brand sold in the UK selling over 24m bottles per year of which half is red this has a significant impact on unit consumption.

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