The new Cape Coastal Vintners joint venture is beginning to take shape. The JV, made up of Cape Town-based Strategy Partners, private investors, including a black economic empowerment component and five cellars in the Boland has decided on Matuba as the name for its portfolio of wines. The new brand will be launched after the 2005 harvest.

Strategy Partners, Cape Coastal Vintners management and capital partners, have worked with Boland Cellars, Bovlei Cellar, Wamakersvallei Winery, Wellington Cellar and Riebeek Cellars and defined that each of these wineries would still be responsible for marketing their personal brands both locally and internationally.

Initially there will be three ranges in the portfolio, starting with Foothills, Mountain Ranges and Summit, with the possibility of a fourth later. These will ascend through different price points and starting above the £5 entry level in the UK, with equivalent price in the other key markets.

After consideration it was also decided to tweak the corporate name from Cape Coastal Wines to Cape Coastal Vintners for business reasons and to prevent confusion about similar names.

"We are moving ahead methodically, making sure that we have carefully researched each step, ensuring that when we put our wines 'out there', they are first and foremost the wines that the consumer wants," said Johann Pieterse, Chairman of Cape Coastal Vintners.

"As a company, we have also committed ourselves to establishing a firm platform in South Africa, so that we don't have to come back in a few years time and try to do it the other way round.

"It has been 18 months since this venture was conceptualised, put on paper and now is becoming a reality. We have sat around the table with all parties involved and said we will launch the wines when all the building blocks are in place."