Amber Beverage Group acquires 100% stake in Cellar Trends

The Luxembourg-based global spirits company Amber Beverage Group (ABG) has obtained 100% of the UK drinks distributer Cellar Trends.

Managing director of Cellar Trends, Geoff Watts, is expected to remain in situ as are the rest of the team.

First acquiring a stake in Cellar Trends in May 2017, a swiftly expanding ABG increased its ownership in late 2018 to 70%.

CEO of ABG, Seymour Ferreira, 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.”

Established in 1999, Cellar Trends has built brands for wines, spirits and associated products in the UK.  Representing the famous brands of 20 international drinks businesses, the company serves all sectors of the UK drinks trade in both on and off trade sectors.

Geoff 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.”

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