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Amber Beverage names Canadian distributor

Rooster Rojo Tequila owner Amber Beverage Group has entered into a distribution partnership with The Dandurand Group in Canada.

Rooster Rojo Tequila, owned by Amber Beverage Group
Rooster Rojo Tequila will be available in Canada through The Dandurand Group

In October 2020, Amber Beverage Group entered Canada through White Claw owner Mark Anthony Group, which launched the company’s Kah Tequila brand in the market.

Family-run distributor The Dandurand Group will now represent Amber Beverage Group brands such as Moskovskaya Vodka, Rooster Rojo Tequila, Kah, and Riga Black Balsam liqueur, in Canada. The deal is effective immediately.

Pepijn Janssens, Amber Beverage Group’s chief marketing officer and managing director for the Americas, said: “It is time for Amber Beverage Group to move onto the next stage of its sales development in Canada.

“This partnership will strengthen our brands’ presence in Canada, expand the geographical footprint and further introduce our Tequila portfolio. We look forward to accelerating our growth in the coming months and years.”

With more than 240 employees and 54 years of experience, The Dandurand Group specialises in distributing alcohol brands in Canada.

Elias Aoun, vice-president for the spirits division of The Dandurand Group, said the distribution deal “further strengthens our spirits portfolio” and allows the firm to “continue delivering strong brands to all [its] partners and consumers in Canada”.

“Both organisations have experienced strong growth within the spirits sector and we intend to accelerate these achievements over the next few years,” Aoun added. “With globally recognised brands that have found their way into Canadian households, Amber Beverage Group is a strategic addition to our portfolio.

“We look forward to building a bigger Canadian presence for the brands, especially in the massive vodka category as well as the fast-growing Tequila category.”

The spirits producer recently appointed Futurmaster as a strategic partner to ‘transform’ the company’s supply chain planning.

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