Cellar Trends expands portfolio with beer and classic mixers


Leading wine and spirits distributor Cellar Trends is moving into beer and classic mixers for the first time as part of an expansion of its portfolio.

It has formed a new partnership to handle premium lager Kolson, led by Kolson Export at 5% ABV, which is based on a Danish recipe.

From June, the addition of a beer brand is expected to allow Cellar Trends to strengthen and expand, particularly on the back of beer duty being cut for the third year in a row.

It will also added the premium Thomas Henry range of mixers, including a tonic, ginger ale and bitter lemon, which complement Cellar Trends’ extensive spirits portfolio. The company already distributes the Finest Call range of cocktail mixes.

From today (May 5), it is taking over all the sales, distribution and marketing for the Remarkable Regional Malts range from leading whisky bottler Douglas Laing & Co. The high-quality scotches include Big Peat, Scallywag, Timorous Beastie and Rock Oyster.

Also from June, Cellar Trends will take over all UK operations for the super-premium Botran rums from Guatemala. They are made from sugar cane honey rather than molasses.

The new brands follow other additions to the company’s portfolio this year including Casamigos Tequila, which is part-owned by actor George Clooney, and brandies Lepanto and Soberano. It has also extended its wine portfolio with Mar De Frades albariños from Spain.

Terry Barker, sales and marketing director at Cellar Trends, said: “2014 was a challenging year for Cellar Trends, which left us determined to make a huge impact in 2015. The beginning of this year saw us take on some fantastic brands including Casamigos Tequila, Mar De Frades and Soberano brandy.

“Now with the advent of these four additional brands joining the Cellar Trends portfolio, we believe we are entering a very exciting period of growth that will see our business diversify.

“With additional announcements expected later on this year, we hope the second and third quarters of 2015 will see huge growth and development for Cellar Trends. It’s a very exciting year.”

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