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Amber Beverage Group rebrands distributors

Global beverage producer and distributor Amber Beverage Group (ABG) has announced a rebrand to bring a clutch of global subsidiaries under one moniker.

From 27 April five of its distribution companies in the UK, Austria, Australia and Lithuania will be brought under the same name, 'Amber'. ABG has also turned the name into an acronym: 'Ambitious Minds Bring Excellent Results'.

The changes that will be made are as follows: 

  • Bennet Distributors will become Amber Beverage Distribution Lithuania
  • Cellar Trends will become Amber Beverage UK
  • Think Spirits will become Amber Beverage Australia
  • The Mountain Spirits entities will become Amber Beverage Austria and Amber Beverage Germany

Jekaterina Stuge, CEO of Amber Beverage Group, said: "We are growing exponentially and at a high speed which is characteristic of ABG. Renaming our five distribution companies to include our company name will strengthen Amber Beverage Group's corporate identity and reinforce everything that we stand for and everything we aspire to become. 

"We have exciting and ambitious plans to become one of the top 10 spirits industry players globally. It is not just the distributor logos and name that will change; we see this process as a cross-functional change and believe consistent branding to be a core part of our long-term strategy to support our global growth.

Douglas Cunningham, CEO of Amber Beverage UK (previously Cellar Trends), said: "We are looking forward to aligning our business practices with the other ABG distribution companies across the world under our new name and will continue to offer the same high-quality level of service to our clients."

ABG produces, bottles, markets, distributes, exports and retails a range of beverages from more than 600 own and third-party brands including Moskovskaya Vodka, KAH Tequila, Rooster Rojo Tequila and Cross Keys Gin.

28 April 2021 - Bethany Whymark