Wine company opts for novel new name

New markets developed
RAY SMUTS
OMNIA WINES, the company born from 2004’s merger between Vinfruco and Stellenbosch Vineyards, has decided on a name change, The company of wine people. Competition has increased markedly in Britain, one of South Africa’s major markets, and the company says the new name is due in the main to an oversupplied market and stiffer international competition. According to chief executive Hermann Bohmer, market research indicated The company of wine people was found not only rather different but refreshing and innovative. The new name will appear as that of the producer on wine bottles. With its creation, it was estimated that the company, which sold 2.4 million nine-litre cases last year, would have an annual turnover of R400 million. New markets have been developed in Sweden, America, Denmark and Ireland while the company is already firmly established in the UK, Germany, Finland, and the Benelux countries. Its wine, Arniston Bay, is among the top 20 brands in Britain in value terms.