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Eedes joined the magazine as editor of its website, www.winemag.co.za, in April 2000 after a stint in advertising, and quickly added circulation marketing responsibilities to his portfolio. He became part of the magazine editorial team two years later, while still continuing as web editor and building a growing following for his online weekly e-letter, Gulp! He was promoted to deputy editor in March 2003.
During his time with the magazine, Eedes has been involved in several WINE initiatives such as the Tasting Academy, established last year to develop the wine judging talent pool and raise the bar for wine tasting standards in South Africa.