Amber Beverage Group rebrands companies

Luxembourg-based Amber Beverage Group (ABG) has rebranded more of its companies under the unifying name ‘Amber’.

Five companies have undergone rebranding in an effort to expand ABG’s global footprint and increase brand awareness, with company names now fronted by the word ‘Amber’.

ABG’s Latvijas Balzams will be renamed Amber Latvijas Balzams; Russian spirits producers Talvis and Permalko will become Amber Talvis and Amber Permalko; distiller Fabrica de Tequilas Finos will become Amber Production Tequila; and Estonia-based alcohol producer Remedia will become Amber Production Remedia.

Jekaterina Stuģe, CEO of Amber Beverage Group, said: “We have grown significantly during recent years. This growth was achieved through organic growth, presenting our products across the globe, as well as by the acquisition of several companies.

“Initially, when we acquired companies, we decided that we needed each one to keep their own identity and culture. Now with our new ambitious growth plan in place to become one of the top 10 spirits industry players globally, we are adjusting our thinking to standardise Amber culture, excellent execution standards, and branding across the world.”

A transition period for the renaming of brands will take place between now and May 2022.

Artur Evart, chief legal officer at Amber Beverage Group, added: “By renaming the majority of ABG companies, we will be more united and able to bring our brand awareness to the next level.

“We are confident that these changes will bring numerous benefits to our companies: larger orders, new customers, and several development projects.”

ABG also renamed five of its distribution companies earlier this year, including changing the name of Cellar Trends to Amber Beverage UK.

ABG recently appointed Vangelis Smyrlis as the new managing director of EMEIA and global travel retail.