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Renaming

Amber Beverage unites Distribution Companies with new names

Global producer and distributor of alcoholic beverages, Amber Beverage Group (ABG), will today be renaming five of its distribution companies. Cellar Trends in the UK, Mountain Spirits in Austria, Think Spirits in Australia and Bennet Distributors in Lithuania will be united under the same name: Amber. A new slogan for the whole Group is also announced using the Amber initials: Ambitious Minds Bring Excellent Results.

In order to expand Amber Beverage Group’s global footprint and ensure the company name remains at the forefront of customers’ minds, ABG will be making changes to the following companies which are already part of the Amber Beverage Group:

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

“We are growing exponentially and at a high speed which is characteristic of ABG. Renaming five of our 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 Top10 spirits industry players globally. It is not just the distributor logos and names 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. We are implementing the same excellent execution practices and high standards across all our companies and we will apply the same principles to each of our distribution companies,” said Jekaterina Stuģe, CEO of Amber Beverage Group.

“We are looking forward to aligning our business practices with the other ABG distribution companies across the world under the new name of Amber Beverage UK and will continue to offer the same high-quality level of service to our clients. We are excited to be part of the success story that is Amber Beverage and will be reassuring our customers that it is business as usual, here at Amber Beverage UK,” said Douglas Cunningham, the CEO of Amber Beverage UK (previously Cellar Trends).

“We are excited to embark on the next step with Amber Beverage Group and look forward to integrating further into the global business. Having established our distribution business in 2004, we’ve built the company to become one of the leading players in the Australian drinks trade, our business continues to expand and will continue to do so under the new name of Amber Beverage Australia and as an integral part of the Group,” said Patrick Borg, the CEO of Amber Beverage Australia (previously Think Spirits).

Source: Amber Beverage Group
Photo: ©iStockphoto | Ekaterina Zaitseva

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