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Cape Wine Exporters to head up UK marketing for Stellenbosch producer

Cape Wine Exporters has signed a new deal with South African winemaker Beyerskloof to market its products in the UK and Ireland.

Under the new deal, which comes into effect on 1 April, Cape Wine Exporters will be responsible for appointing and managing trade agents for Beyerskloof in the UK and Ireland as well as off-trade brand development. It follows three years of close work between the companies in the South African market.

Stellenbosch producer Beyerskloof has had a presence in the UK off-trade for several years, offering numerous pinotage and Cape blend listings, but sees opportunities for growth.

Cellar master Beyers Truter said: "Beyerskloof has always desired to make the UK market our number one export partner. The UK consumer understands and values wines produced in South Africa and we would like to continue building a platform whereby these consumers are offered excellent value wines which they can appreciate."

Cape Wine Exporters' managing director, Rollo Gabb, said: "We are very excited to have formalised our arrangement and to have been appointed to help develop Beyerskloof's brand in the UK and Irish markets. Beyers Truter is the unquestionable 'King of Pinotage' so we believe there is a real opportunity to raise the profile of the pinotage category in the UK."

29 February 2020 - Bethany Whymark