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Amber Beverage expands into Germany
Luxembourg-based Amber Beverage Group (ABG) has set up a business in the German market.
The Rooster Rojo Tequila producer boasts about 2,000 employees across nearly 20 firms in the Baltic States, Austria, Australia, Russia, Mexico and the UK.
Now ABG has formed a new company, Amber Beverage Germany, to facilitate its growth in Europe’s largest market for alcoholic beverages.
The new business will focus on Amber Beverage brands including Rooster Rojo Tequila, Riga Black Balsam, Cross Keys Gin and Tambovskaya Vodka, and also aims to work with third-party brands.
“Our move to create a new base in Germany is a strategically significant one for the group,” said Jekaterina Stuģe, ABG’s chief executive officer.
The German firm will be led by Günther Rauner, a 25-year-plus veteran of the industry who most recently served as commercial director, EU/CIS, at Sazerac.
“I am thrilled to join ABG during these exciting times,” Rauner said. “The opportunities ahead of us are limitless and our high-energy team and our world-class brands are well suited to capitalise on these. As a fully integrated company, we are in a strong position to control our products from field to bottle, delivering the best value to our partners and consumers.
“Our journey has just started, and I am excited to be able to contribute to the global growth of ABG, making our company one of the industry’s most desirable places for employees as well as current and future business partners,” he added.
Last month, ABG rebranded five of its firms under the name ‘Amber’ to increase brand awareness.
Earlier this year, we spoke to Pepijn Janssens, ABG’s chief marketing officer and managing director for the Americas, to learn more about the business’ expansion strategy.
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