Cellar Trends set to grow portfolio after new investment

chang bayou

Leading drinks distributor Cellar Trends is set to grow and introduce new products to the UK after receiving investment from part of global drinks giant SPI.

Amber Beverage Group, the largest alcohol manufacturer and distributor in the Baltics, has formed a strategic alliance with the UK company. It is described as being “of a strategic nature”.

Management and operational control of Cellar Trends will remain unchanged under the direction of the Watts and Marriott families, the majority shareholders.

David Marriott, who is joint managing director with Martin Watts, said: “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.”

Amber Beverage Group, a subsidiary of Stolichnaya vodka producer SPI, has over a century of experience in production, retailing and distribution of brands such as Moskovskaya Vodka and Riga Black Balsam.

Seymour Paul Ferreira, CEO of Amber Beverage Group, said the new alliance would be an opportunity to learn more about the “strategically important” UK market and to continue to develop its international footprint.

He said: “Cellar Trends has extensive expertise, experience and knowledge, developed over many years, creating markets for many iconic and well-known brands. By joining our forces and experience, we look forward to bringing new, exiting experiences to the UK and over time strengthening our market presence.”

David added: “Both companies share similar values and believe in working closely with brand owners, building brands in the UK to mutual advantage. Over the last 18 years, Cellar Trends and our employees has had a terrific track record in developing brands. 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.”

Recent additions to the Cellar Trends portfolio include Bayou rums from Louisiana as well as Chang Beer for which it has handled all sales, distribution and marketing since mid April.

David continued: “Our range of premium spirits covers most category sectors. We have ground-breaking champagne and sparkling wines from France, our wines from Spain continue to grow apace and our non-alcoholic mixer drinks and cocktail ingredient ranges cover all needs, and importantly we have now added a significant beer brand to our portfolio.”

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