Amber Beverage Group takes stake in Cellar Trends

Cellar Trends and the Amber Beverage Group, the largest alcohol manufacturer and distributor in the Baltics, have entered into a “strategic alliance” after the SPI Group subsidiary acquired a strategic stake in UK-based wine and spirits distributor.

Cellar Trends was founded in 1999

The investment will see the Amber Beverage Group, whose brands include Stolichnaya vodka and is part of the SPI group, take its first step into the UK market in a bid to expand its international footprint.

“Cellar Trends has extensive expertise, experience and knowledge developed over many years creating markets for many iconic and well- known brands,” said Seymour Ferreira, the CEO of Amber Beverage Group.

“By joining forces and experience, we look forward to bringing new and compelling experiences to the UK and, over time, strengthening our market presence”, says Seymour Ferreira, CEO of Amber Beverages.

Management and operational control of Cellar Trends will remain unchanged, under the direction of majority shareholders, the Watts and Marriott families.

“Over the last 18 years, Cellar Trends and our employees, has had a terrific track record in developing brands,” said Martin Watts, joint managing director of Cellar Trends.

“This partnership will give us access to other product areas, and strengthen our portfolio and teams for the benefit of both existing and new brand owners. Both companies share similar values and believe in working closely with brand owners, building brands in the UK to mutual advantage. 2016 was a great year for us with the addition of some great brands to our portfolio, so we can expect things for this year.”