Mike Paul takes over as md of Western Wines on February 5.
He replaces Roger Gabb, who has been appointed executive chairman.
Paul said he intended to capitalise on the company's strength in South Africa.
"There are also opportunities with Chile, Italy and Spain where lead brands are yet to be established.
"The company has very strong relations with its customers and a very customer-oriented approach to the market. It's a question of keeping that going."
Commenting on Paul's appointment, Gabb said: "Western Wines is proud to have recruited someone as prestigious as Mike to lead the company forward.
"His experience in the quality wine market as a brand builder and marketer will enable us to achieve our goals for the future."
Paul worked as director of Southcorp's European operations from 1990-2000 and became md of Destination Wines the following year.
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