Amber Beverage Group, a global producer and distributor of alcoholic beverages, has renamed five of its distribution companies, including Cellar Trends in the UK, uniting them under the same name: Amber.
The Cellar Trends will be known as Amber Beverage UK. Mountain Spirits in Austria, Think Spirits in Australia and Bennet Distributors in Lithuania are the other group companies that will share the name of the parent firm.
A new slogan for the whole Group is also announced using the Amber initials: Ambitious Minds Bring Excellent Results.
Bennet Distributors will become Amber Distribution Lithuania, Think Spirits will become Amber Beverage Australia and Mountain Spirits entities will become Amber Beverage Austria and Amber Beverage Germany.
“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,” said Jekaterina Stuģe, CEO of Amber Beverage Group.
“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.”
Douglas Cunningham, chief executive of Amber Beverage UK, added: “We are looking forward to aligning our business practices with the other ABG distribution companies across the world under the new name of Amber Beverage UK and will continue to offer the same high-quality level of service to our clients.
Cunningham said that it will be business as usual for customers, while the unit integrates further into the global business.
