Ex-Amber Beverage CEO joins Sir Edmond
Dutch gin Sir Edmond has appointed Jekaterina Stuģe, former CEO of Amber Beverage Group (ABG), as its global brand agent to expand into new markets.
Since its launch in 2016, the brand has entered more than 25 markets across Europe, the Caribbean, and Asia.
Sir Edmond Gin is now hoping to tap into new markets and continue its global expansion.
Stuģe, current CEO of independent Riga-based United Spirits Limited and the former CEO of ABG, is said to bring strategic expertise and international credibility to the brand’s next growth phase.
At Amber Beverage, she oversaw the company’s’ record growth’ and global expansion into more than 70 markets. She left the business in January 2024 after three years as CEO, following a ‘mutual agreement’.
As a brand agent for Sir Edmond Gin, Stuģe will concentrate on expanding the bourbon vanilla-infused gin’s global business development. This includes optimising routes to market, establishing a commercial structure, and forming strategic partnerships – all essential for facilitating the brand’s next phase of growth.
Stuģe said: “Sir Edmond Gin has exceptional potential in global markets. We look forward to unlocking new opportunities and driving sustainable, long-term growth together.”
Alongside its commercial expansion, the gin brand is seeking strategic investors to support its international growth.
The involvement of Stuģe is said to ‘significantly’ strengthen the investment case for the brand.
Her experience in developing international spirits portfolios, executing large-scale expansion strategies, and guiding global brands is said to provide potential investors with increased confidence.
Interested backers can access confidential materials by visiting the brand’s dedicated investment portal.
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