27th April, 2021 by Nicola Carruthers
Luxembourg-based Amber Beverage Group has renamed five of its distribution companies to strengthen the firm’s corporate identity.
Effective from today (27 April), UK-based Cellar Trends, Mountain Spirits in Austria and Germany, Think Spirits in Australia and Bennet Distributors in Lithuania will be renamed ‘Amber’.
The move aims to expand the company’s global footprint and ensure the Amber name ‘remains at the forefront of customers’ minds’, the firm said.
Cellar Trends will become Amber Beverage UK, Bennet will be known as Amber Distribution Lithuania and Think Spirits will be retitled Amber Beverage Australia. The two Mountain Spirits firms will become Amber Beverage Austria and Amber Beverage Germany.
Jekaterina Stuģe, CEO of Amber Beverage Group (ABG), said: “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.”
Each distribution firm’s logos have also been changed to reflect the new name.
Stuģe added: “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 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.”
Furthermore, ABG has unveiled a new slogan, ‘Ambitious minds bring excellent results’. The first letter of each word in the slogan spells ‘Amber’.
Last month, ABG revealed it had purchased €15.5 million (US$18.5m) worth of automated equipment for its new €33m (US$39.5m) ‘state-of-the-art’ warehouse.