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Amber Beverage strengthens Germany presence

Luxembourg-based Amber Beverage Group (ABG) has signed a distribution deal with German spirits distributor Diversa Spezialitäten.

Amber Beverage Group
Pictured: Günther R Rauner, managing director of Amber Beverage Germany

The deal is hoping to strengthen the launch of ABG’s core portfolio in the German market, with a focus on Rooster Rojo Tequila, Kah Tequila, Tambovskaya Vodka, Riga Black Balsam and Cross Keys Gin.

“I am excited about the opportunity to work with a top partner in the spirits industry that has both a proven track record as well as an organisation designed for growth,” Günther R Rauner, managing director of Amber Beverage Germany, said.

“This is an ideal moment to enter the market and growth opportunities are significant. Together with the motivated team at Diversa, we will be offering our strong brands to the trade as well as the hospitality industry. There is great growth potential and attractive margins for the trade. I am very pleased to be able to contribute to the global growth of the Amber Beverage Group through the partnership with Diversa Spezialitäten.

“We plan to take full advantage of the fact that Germany is the largest spirits market in the European Union. Amber Beverage Germany’s portfolio mirrors current market trends as our three core spirits categories – vodka, Tequila and gin – are all on course for long-term growth.”

In February, ABG declared its support for Ukraine following the Russian invasion of the country, claiming it was ‘standing firm’ with the nation’s people.

Thomas Mempel, managing director of Diversa Spezialitäten and board member of Semper Idem Underberg AG, commented: “We are convinced that Tambovskaya Vodka, which is produced in Latvia, will play a leading role in our product range within a very short time, and that brands such as Cross Keys Gin and Rooster Rojo Tequila will enrich our range in the long term.”

In 2021, ABG acquired Irish whiskey producer Walsh Whiskey for an undisclosed amount.

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