Maraleze Knoetze

‘Challenging the obvious and exploring the undiscovered potential of brands-yet-to-be.’ These words could easily be used as a caption to introduce Maraleze Knoetze, one of the bright new executives pioneering the future of some of the most established and renowned brands in the South African wine industry.

Maraleze, an original born-and-bred of the Paarl Wine Appellation, heads up the dynamic sales and marketing team of Boland Cellar as one of the country’s oldest and internationally celebrated wineries.

Backed by an impressive academic and marketing career, including degrees in Psychology and Business Management and gaining valuable experience in the sales and marketing teams of Naspers and Pep Stores as two of South Africa’s leading publishing and retail giants, Maraleze best describes her decision to enter and be involved with the wine industry: “ It was never a calculated decision … but happened by luck. I suspect that I’ve stayed for as long as I have because of an amazing product that has managed to be re-invented through generations, has staying power and is never without challenge. Best of all is the fact I love wine, whether I work in the industry or not.”

She thrives on the intricate and often unexplored challenges posed by modern-day and purpose-driven brand building. “Boland Cellar, respecting traditional and honest values, has over many generations built-up and earned the brand respect and loyalty of many national and international wine consumers. However, we now also face a completely new and ever-changing set of consumer values and demands … further extrapolated by the growing influence of technology and especially the trend in online consumption, be it in content or product.”

Maraleze is fortunate to work with a great team of people from viticulturists through the cellar to Cellarmaster Johan Joubert, himself an award winning winemaker. Exciting times ahead for Boland Cellar.