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Wine export growth motivates change in marketing strategy

16 Jan 1998 - by Staff reporter
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VINFRUCO STELLENBOSCH has played a major role in South Africa's overall success in the international wine trade, with exports leaping from 60 000 litres in 1992 to more than 10 million litres last year, which has encouraged a re-assessment of policies, says Unifruco chairman, Dr Paul Cluver.

In terms of an amicable agreement between the two parties, Stellenbosch Vineyards has withdrawn as a Vinfruco shareholder, as from January 1 this year, with the companies conducting future business on a contractual basis.

The move is part of changes the two companies have announced to their exporting arrangements through Vinfruco, a company which was founded six years ago by Unifruco and a number of prominent Stellenbosch wine producers.

At the time the plan was to develop the export market particularly for regional wines from Stellenbosch. The huge increase in this respect, however, has encouraged Cluver to state that following the recent restructuring of Stellenbosch Vineyards it has become necessary to re-asses the long term position in order to gear for future growth.

Stellenbosch Vineyards's chairman, John Carinus says this step will allow both companies to take advantage of new opportunities and will ensure that no disruption takes place in the supply of wine to customers.

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