Cellar Trends shakes up portfolio under Amber Beverage control

11th April, 2019 by Amy Hopkins

Drinks distributor Cellar Trends is seeking to capitalise on the low-and-no alcohol trend by introducing two zero-abv brands to the UK market, in addition to a number of other products.

Cellar Trends will handle distribution for Fluère and Cosmolitan Diva in the UK

The group will launch Fluère, described as a distilled alcohol-free ‘spirit’ with a “balanced floral blend of botanicals”; and Cosmopolitan Diva, a fruit-infused sparkling non-alcoholic drink.

Cosmopolitan Diva is owned by international spirits firm Amber Beverage Group (ABG), which increased its ownership in Cellar Trends to 70% last year following an initial stake acquisition in 2017.

The Cosmopolitan Diva core range includes Peach, Berry and Melon variants bottled at 5.5% abv, as well as a new non-alcoholic version created from grape juice.

Launched last year, Fluère, meaning ‘flow’ or ‘flowing’ in Latin, is a blend of botanicals that have been individually distilled in a copper pot still and then bottled without alcohol.

“The non-alcoholic segment is one that has taken the industry by surprise and seems unstoppable as consumer trends continue to fuel its growth,” said Geoff Watts, managing director of Cellar Trends.

“The category has seen an additional 620,000 shoppers this year [Kantar] and has a predicted growth rate of +81.1% CAGR from 2018 to 2022.”

Cellar Trends has also taken on the UK distribution of McQueen and the Violet Fog Gin from Brazil, which is distilled with 21 botanicals. It joins Cross Keys Gin, The No.1 Original Blue Gin, Sour Cherry Gin and Sakurao in Cellar Trends’ gin portfolio.

In terms of rum, the group has added Bumbu XO, Pusser’s 15 Year old and Bayou Single Barrel to its stable. Cellar Trends will also distribute the new line of Muyu liqueurs, launched by Dutch firm De Kuyper earlier this year in collaboration with top bartenders Alex Kratena, Monica Berg and Simone Caporale.

“We are delighted to be adding this range of brands to our portfolio for the coming year,” added Watts. “The drinks industry has been a hive of innovation in recent years and these brands will all play their part in pushing the sector forwards.”

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