Angostura and Luxardo distributor Cellar Trends has joined forces with The Amber Beverage Group – the largest alcohol manufacturer and distributor in the Baltics.

Amber, which is also part of the SPI global group, has confirmed that its investment is of a ‘strategic’ nature to gain expertise in the UK market. The management and operational control of Cellar Trends will remain unchanged, under the direction of majority shareholders, the Watts and Marriott families.

‘Cellar Trends has extensive expertise, experience and knowledge, developed over many years, creating markets for many iconic and well-known brands,’ Seymour Paul Ferreira, CEO of Amber Beverage Group, said. ‘By joining our forces and experience, we look forward to bringing new, exiting experiences to the UK and over time strengthening our market presence.’

Martin Watts, joint managing director of Cellar Trends (alongside David Marriott) released a statement saying: ‘Over the last 18 years, Cellar Trends and our employees have had a terrific track record in developing brands.

‘This partnership will give us access to other product areas, and strengthen our portfolio and teams for the benefit of both existing and new brand owners. Both companies share similar values and believe in working closely with brand owners, building brands in the UK to mutual advantage. 2016 was a great year for us with the addition of some great brands to our portfolio, so we can expect things for this year.’

Cellar Trends was founded in 1999. Its current portfolio – which spans wines, champagnes, spirits, liqueurs and beer, includes Luxardo Sambuca and Faustino.

Read more at source Imbibe