South African wine producer Omnia Wines is to change its name to 'the company of wine people' from 1 April to better reflect its business ethos, the company has announced.

Chief executive Hermann Böhmer said of the change: "We are constantly seeking to differentiate ourselves in an increasingly cluttered market. The company of wine people is a better descriptor to achieve this aim.

"It also points to our personality; a facet that is conspicuously absent in the modern business environment, despite the fact that research shows that people want to do business with people."

He added that the company had found difficulties in registering the Omnia name in certain international markets. Omnia Wines was formed in October 2004 from a merger of Vinfruco and Stellenbosch Vineyards.