STEPPING away from prestigious environs of one of South Africa's leading wine enterprises to help establish a dynamic new brand, is the challenge facing Koos Jordaan who joins Cape Coastal Vineyards next month.

As Head of Production/Winemaster, he has been set the task of determining the requirements of each market and marrying that with the wines produced by the five cellars who supply the yet to be launched Matuba portfolio of wines.

Jordaan has a depth of experience, which runs through all facets of the industry, from winemaking to marketing, production and distribution, with estates and major cellars such as the former Stellenbosch Farmers' Winery.

As the 20th Century was winding down he was called in by the Rupert family to consult and streamline their family wine farming operations in Franschhoek, which led to the formation of Historic Wines, an umbrella service company to take over these functions.

This in turn resulted in the establishment of distribution and marketing company Meridian, which handles the Rupert's wineries, together with 16 other leading Cape cellars and is now a major player on the domestic market.

Jordaan has made wine for a season in France, spent an extensive period of time in various markets, learning and understanding how they operate and what their requirements are.

In a short period of time he also helped create a very successful label with major listings throughout Europe.

With this and a great deal more experience in the industry, Jordaan has cast his eye to the task of helping Cape Coastal Vintners, which has potential annual access to about 5 million cases of wine, to establish Matuba as a force to be reckoned with both locally and internationally.

The joint venture encompasses Strategy Partners from Cape Town, various private investors, a black economic empowerment component, together with Boland Cellars, Bovlei Cellar, Wamakersvallei Winery, Wellington Cellar and Riebeek Cellars.

Says Jordaan, "South Africa has need of a really big brand in the market place and with all the consolidation taking place in the winelands - I figured I would give it a go.

"I also looked at the intellectual capital which the guys from Strategy Partners brought to the party and the depth of business acumen they had. That was a major deciding factor in my signing on," said Jordaan.

According to Johann Pieterse, chairman of Cape Coastal Vintners, securing the services of Koos Jordaan is a major step forward.

"His experience and know-how in so many fields will help us as we evolve and develop on all fronts."

THE Nederburg Auction, heading for its 31st year, is being reformatted and rejuvenated to bring it in line with a much-altered South African wine trading environment, says André Steyn, corporate affairs director of Distell, organisers of the annual industry showcase for rare and outstanding Cape wines.

The most significant impact of the changes is a more focused selection of wines with the virtual halving of the number of cases, the offering of smaller individual lots and the introduction of an on-line bidding facility.

The event, to run over one instead of two days, on Saturday 9 April, will also serve as the platform to highlight the Cape's biodiversity, a unique and important competitive advantage for South African winemakers in global markets. 

"We want to give particular emphasis to the Biodiversity and Wine Initiative, an industry-wide programme that seeks not only to enhance sustainable wine-growing and winemaking, but also to find ways of conserving indigenous plant, insect and animal life."

According to Steyn the revamped auction should be a more entertaining, relaxed and intimate event, with a stronger element of surprise for guests. 

Greater focus, for example, is being given to wine and food pairing. 

Traditionally the centre-piece of the closing day, the three-course lunch is being replaced with a new format dining experience to accommodate the talents of some of the country's top chefs.

The conventional menu will fall away. In its place will be a selection of signature dishes accenting regional ingredients, created by ten leading chefs, with each inspired by the wines of the auction's hosts, Nederburg Wines. 

Instead of a stand-alone fashion show, the fashions will be exhibited during the lunch. Featuring a selection of top national designers, the show and its garments will also be inspired by the wines and the floral diversity of the Cape.

"There have been massive structural changes in the industry in recent years and we need to reflect these in our approach to the auction to maintain its prestige. 

"The emergence of a great many new boutique and garagiste wineries, the demise of some specialist retailers and the creation of specialist wine departments by some of the major grocers' chains, the growth in fine dining, greater participation by South African winemakers in international markets and a volatile Rand are all issues we need to consider. 

"Our selection criteria are still premised on rarity and exceptional quality, the event remains by invitation-only and bidding will still be restricted to the trade. 

"We are retaining the charity auction and repeating some of the social highlights of the day on the Sunday after the auction, in aid of a second charity for which members of the public can purchase tickets," said Steyn.