Amber acquires 100% stake in UK’s spirits distributor Cellar Trends

UK – Amber Beverage Group has acquired 100% stake in British wines and spirits distributor, Cellar Trends for an undisclosed sum.

According to SPI Group-owned company, the acquisition delivers on its diversification strategy and positions it to become a global leader in beverages.

As a result of the partnership, Geoff Watts, managing director of the Cellar Trends will remain with the company in his current position while the rest of the team will also not be affected.

“The ownership by ABG has helped to grow the business through the distribution of new and well-known brands, for example, adding Stolichnaya has taken our business to the next level and, importantly, added stability to the benefit of the whole portfolio,” said Geoff Watts.

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Cellar Trends established in 1999, distributes liqueur, spirits, wine, and champagne, serving both UK’s on and off trade categories, and representing the famous brands of 20 international drinks companies.

Headquartered in Luxembourg, Amber Beverage Group first a stake in Cellar Trends in May 2017.

Last year, the company increased its stake in the UK drinks distributor to 70%, presenting it an opportunity to expand its international footprint.

Amber Beverage produces a portfolio of over 130 brands including Riga Black Balsam, Moskovskaya Vodka and Rooster Rojo Tequila.

“By adding Cellar Trends to our powerful team, we are not only gaining their experience of serving all sectors of the UK drinks trade but also diversifying our corporate DNA,” said Seymour Ferreira, CEO of Amber Beverage Group.

“Adding Cellar Trends to ABG will help us grow into a truly global beverage company.

“We are constantly seeking growth and with Cellar Trends on board we will be able to build an even more effective UK team with an ambitious, high performance culture.”

In November, the group acquired a majority stake in Russian spirits producer Permalko.

It also acquired a major shareholding in Think Spirits, a distributor of premium spirits brands such as Casamigos tequila and Martin Miller’s Gin, boosting its distribution capabilities in Australia.

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