Amber Beverage Group buys Cellar Trends

27 June, 2019

Amber Beverage Group (ABG) has completed the 100% purchase of the UK-based drinks distributor, Cellar Trends.

Geoff Watts will remain as the managing director and the rest of the team will not experience any significant changes, says the statement.

Luxembourg-based ABG first acquired a stake in Cellar Trends in May 2017. Later in 2018 the rapidly growing company increased its ownership to 70%.

Amber CEO Seymour Ferreira (pictured) said: “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. 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,” said Ferreira.

Watts said: “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.” he said

Established in 1999, Cellar Trends supplies all sectors of the UK drinks trade in both on and off trade channels, representing the brands of 20 international drinks companies.

Amber Beverage Group describes itself as a leading producer, distributor, logistics provider and retailer of beverages. It operates from its head office in Luxembourg and through its production and distribution companies in Russia, Mexico, the UK, Australia and the Baltics, its historical home.

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