Top image: Morne Els

Morne Els joins Paul Clüver Family Wines as National Sales Representative from 20 October. Els, who was formerly involved with the Stellenbosch Collection including Rust en Vrede Estate and Guardian Peak Wines, holds a B Comm degree from the University of Stellenbosch specialising in logistics and entrepreneurship.

As a wine businessman with a particular fondness for Pinot Noir and Chardonnay, Els says he looks forward to working for one of South Africa’s pioneering family wine estates which has a proven track-record of excellence.

“Paul Clüver has built a fantastic reputation of making consistently excellent wines, as well as being a leader in sustainable wine production and having great personality through the hands-on involvement of the Clüver family,” he says. “Its Pinot Noir and Chardonnay are some of the best our country has to offer and compete with the best wines in the world. I think that even though Paul Clüver Wines are well recognised, the brand has huge potential to grow even further. And working on such a beautiful estate in the magnificent Elgin wine region is most definitely a bonus.”

Due to his previous position, Els is familiar with the Meridian system of wine distribution, logistics and networks as well as knowing most of the region’s sales consultants, managers and top management, allowing him to hit the ground running in his new position with Paul Clüver Family Wines.

Els sees his new role as matching the revitalised Paul Clüver branding with the winery’s vision to show further growth over the next five years. “I truly hope that I can be part of and influence that growth,” he says. “The quality and volumes of the wines are there, it’s my job to facilitate and solidify the sales strategy, and extend the reach of the wines into places they haven’t been before.”