Amber Beverage Group acquires 100% stake in Cellar Trends

Amber Beverage Group has bought the UK-based drinks distributor Cellar Trends.

The global spirits group has acquired a 100% stake in the company, having first acquired a stake in May 2017. In 2018 it increased its ownership to 70% and now it has announced it has acquired the full 100%.

Seymour Ferreira, chief executive of ABG, 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.”

Geoff Watts, who will remain as the managing director of Cellar Trends, 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.”

Cellar Trends, which was established in 1999, represents brands from 20 international drinks companies and it covers all sectors of the UK drinks trade in both on and off trade categories.

ABG is a producer, distributor, logistics provider and retailer of beverages. It operates from its head office in Luxembourg.

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