Preparations are in full swing for the fourth annual Cultivaria arts festival, which promises to turn Paarl into a cultural and entertainment hub when top local performers descend on this Boland town from 23 to 27 September.

This year local wine producer Simonsvlei has signed up as official wine supplier for the festival and their award-winning wines will be served throughout the festival.

The four-day cultural extravaganza will once again kick off with the spectacular Bovril Black Tie Dinner Table for a thousand guests in Paarl Main Street. Organisers of the three-course gala dinner have paired each of the three courses with exceptional Simonsvlei wines from their Premier single varietal range for a fabulous food and wine experience.

As official Cultivaria 2009 wine supplier, Simonsvlei will also provide wines for the VIP lounge at the Heinz Emporium, supply wines for food and wine pairings at the Bokomo Kitchen and will present their wines with four other top local producers at the emporium at the Faure stadium for tasting.

According Simonvlei marketing manager Danie Terblanche, a perfect synergy exists between the Cultivaria festival and Simonsvlei wines. "The festival provides the perfect platform for us to showcase our wines and we are delighted to become involved in such a successful event, which continues to grow from strength to strength each year. Cultivaria has definitely placed Paarl on the map and has arguably become the most important event on our town's calendar. The festival targets a unique audience with significant correlation to Simonsvlei consumers and it therefore made sense to broaden our involvement and include the festival in our broader marketing strategy," mentions Terblanche.

The fact that Cultivaria offers visitors a uniquely authentic Boland experience with a combination of wine, food and culture also encouraged Simonsvlei's association with the festival.

"The festival has definitely contributed to a greater appreciation for Paarl's ability to host events of this nature and we are pleased to have the opportunity to present our wines in such stylish surroundings," says Terblanche.

Simonsvlei winemakers will once again be part of the action as Simonsvlei regularly include their winemakers in their marketing activities in recognition of their groundbreaking work. Last year winemaker Helena Neethling starred in the inspirational Women in Wine project, which raised over R50 000 in funds for the Cultivaria bursary fund.

Tickets can be purchased online at www.cultivaria.com. Only credit card payments will be accepted. For further information, phone +27 21 872 9754.