About Wine Cellar
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Welcome to Wine Cellar Plus, the place for all the extra bits and pieces that happen at Wine Cellar. This is where you can find out about new arrivals in the cellar, check out upcoming tastings, and see the videos that the Wine Cellar team post. It’s also a great place to learn about fine wine. We want to hear about the fine wines you are drinking and those that you want to drink, so get chatting in the comments sections.


Wine Cellar started trading in December 2000 as an importer of fine wine, based in Observatory, Cape Town. Bordeaux is our specialty although we focus on fine wines from Burgundy, the Rhône and elsewhere in France, Italy, Spain, Portugal and Germany. We offer fine local wines that push the boundaries and we are able to source any local wine at competitive prices.

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The Wine Cellar team

Our Cape Town-based head office and wine storage facilities are manned by a team of enthusiastic wine lovers. With Roland Peens and James Pietersen at the helm, our staff is made up of an expert group of sales personnel as well as digital marketing, finance, logistics and warehousing teams.


Here’s a brief ‘who’s who’ of the sales team, but you can meet our full team here for more information.

Roland Peens

Roland Peens

Managing Director

Studying Economics at the University of Stellenbosch, Roland was surrounded by wine and as soon as he had finished his degree, he found his way into the wine industry. After working in marketing, retail, exports and as a sommelier, Roland joined Wine Cellar and has been the Director since 2005. Local and international study as well as regular travel have added to his extensive insight into the wine world. You will find Roland at most of SA’s top wine events, judging and forever expanding his palate.

James Pietersen

Head of Sales

James, who manages our SA wine portfolio, was enticed into the world of wine while studying Law at the University of Stellenbosch. An encounter with some Château Lynch-Bages 1982 led to an epiphany and a life-long journey in wine ensued. His 25 years of experience in the SA wine industry includes retail, wine buying and working as Head Sommelier for a leading restaurant group. As a professional wine taster, he also has experience with Platter’s Wine Guide, Winemag.co.za, Old Mutual Trophy Wine Show, Amorim Cap Classique Challenge and was a board member of SASA.

James Pietersen
Roland Peens

Jolette Steyn

Fine Wine Sales

Jolette manages the Fine Wine Sales at Wine Cellar. She’s studied BSc and MSc in Oenology and Viticulture in SA and Europe, has 15 harvests on 4 continents under her belt, speaks 4 languages, has a WSET Level 3 qualification and aspires to become an MW. Jolette is also the 2017 and 2018 SAWTC champion. When she’s not tasting and selling wines, Jolette makes wine under her own label, started in early 2018.

Johan Malan

Brokerage and Investments

Johan holds a MCom in International Trade from North West University’s School of Economics. After finishing school, Johan spent a year on a wine farm where he had hands-on experience in the harvesting, farming, cellaring and sales of wine. In 2018, Johan joined Wine Cellar to manage and grow Wine Cellar’s investment and brokerage business.

Roland Peens
Roland Peens

Aimée Beaumont

Wine Sales

Aimée’s passion for wine first began while she was living in London and attending wine tastings at her local wine shop. It was one tasting in particular, with Keermont’s Alex Starey and Pieter Walser from BLANKBottle, that she fell in love with SA wine. After moving back to SA she completed a harvest at Reyneke and gained experience in various wine-related jobs. Aimée has her WSET Level 3 qualification and is hoping to do her WSET Level 4 Diploma soon.

Wine Cellar – Fine Wine Merchants

The Wine Cellar Plus blog is tagged on to our main online store where all the serious business of selling and cellaring fine wine, tracking investment portfolios and hosting regular wine auctions is done.

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