Amber Beverage Group (ABG) has acquired 100% of drinks distributor Cellar Trends. Geoff Watts will remain as managing director of Cellar Trends and the rest of the team ‘will not experience any significant changes,’ according to the new owner.
Luxembourg-based ABG first acquired a stake in Cellar Trends in May 2017. Later in 2018 the company increased its ownership to 70%.
Said Seymour Ferreira (pictured), CEO of Amber Beverage Group, “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, managing director of the Cellar Trends, added, “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.”
Established in 1999, Cellar Trends serves all sectors of the UK drinks trade in both on and off trade categories, representing the brands of 20 international drinks companies.
Amber Beverage Group is a producer, distributor, logistics provider and retailer of beverages. It operates internationally 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.