Both companies have confirmed that the investment is of a strategic nature and that management and operational control of Cellar Trends will remain under the Watts and Marriott families, the majority shareholders.
Martin Watts, joint managing director of Cellar Trends, said: “Over the last 18 years, Cellar Trends and our employees, has had a terrific track record in developing brands.
“This partnership will give us access to other product areas, and strengthen our portfolio and teams for the benefit of both existing and new brand owners.
“Both companies share similar values and believe in working closely with brand owners, building brands in the UK to mutual advantage.”
Seymour Paul Ferreira, CEO of Amber Beverage Group, added: “Cellar Trends has extensive expertise, experience and knowledge, developed over many years, creating markets for many iconic and well-known brands.
“By joining our forces and experience, we look forward to bringing new, exiting experiences to the UK and over time strengthening our market presence."
Cellar Trends is the UK's leading distributor of alcohol brands, with a wide range portfolio of wines, spirits, beers and associated products.
Amber Beverage Group covers over 50 export markets and employes more than 1,400 people in several companies across the Baltics and in Mexico.
