twenty first Might, 2021 by Kate Malczewski
Luxembourg-based Amber Beverage Group has modified the identify of its distributor Cellar Tendencies to Amber Beverage UK.
The rebrand is a part of the worldwide renaming of Amber Beverage Group’s distribution firms, and marks a wider shift for the corporate previously often known as Cellar Tendencies.
Earlier this yr, the UK distributor appointed Douglas Cunningham as its CEO. Cunningham – additionally the CEO of Indie Manufacturers, which was acquired by Amber Beverage Group in January 2020 – has been tasked with “aligning the corporate to the broader Amber Beverage Group firms the world over” and rising its portfolio.
Cellar Tendencies was established in 1999, and Amber Beverage Group acquired the enterprise in 2019.
The on- and off-trade distributor has since posted progress for a variety of its manufacturers, together with Bumbu Rum and Stolichnaya Vodka, and has rolled out new merchandise akin to Bumbu Cream and a tough seltzer vary beneath the Moskovskaya Vodka model.
Cunningham mentioned that Cellar Tendencies’ identify change will finally help the corporate in its aspirations for growth.
“This may assist Amber Beverage UK to capitalise on progress traits each when it comes to the prevailing portfolio and NPD, together with constructing on some step change advertising plans for the Stolichnaya portfolio,” he commented.