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Published:  23 July, 2008

Boland Kelder, the Paarl winery, has formed a partnership with London-based wine importer and marketer, Bibendum. The winery, whose Altus le Roux was named winemaker of the year at the 2001 International Wine and Spirit Competition, initiated the move just before Christmas. Boland Kelder said this followed in-depth research to find the ideal partner with whom to market its wines in South Africa's biggest market. The first showing of the new Boland Kelder wines will be at the Bibendum tasting in London on 22 January. The range will initially consist of key varietals in the 3.99-4.99 sectors, and development of a major new standalone South African brand is underway. Gert Bormans, head of international marketing at Boland Kelder, said: We have one chance at succeeding in this highly competitive market and we intend to make it work.' He said he was comfortable having Bibendum guide Boland Kelder into the best on- and off-trade companies in the UK: We feel that Bibendum has a clear understanding of where we have come from and where we want to go. Their knowledge and penetration of the UK market is comprehensive. They work with a number of other leading South African companies and so understand our wine styles and some of our culture.' Bibendum's joint managing director, Dan Jago, said: This adds a new dimension to our South African portfolio and allows us to offer a full category proposition.'