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Siegel bought by Australian

Published:  23 July, 2008

Siegel Wine Agencies - best known for its range of premium German producers, such as Hermann Donnhoff - has been bought by New World specialist, Australian Wineries, for an undisclosed sum.

The two businesses - which are based in Hampshire and Lincolnshire, respectively - will now merge, with the majority of Siegel staff transferring to Lincolnshire or Australian Wineries' satellite office in Surrey.

According to Michael Awin, director of Australian Wineries, the reasons for the merger are all the old cliches really. It's very hard to grow organically in the independent sector and

the two companies are an amazingly good fit. When we started talking to them we couldn't believe the lack of overlap in our customer bases, it's something like 5%.'

Nigel Blundell - owner of Siegel, who will take up a sales role for at least three years' in the combined company - made similar points: They are New World focused and we are Old World focused and although we work in the same sectors - supermarkets, wholesalers and independents - our customers are different, which is great news for us and our suppliers.'