Amber Beverage Group CEO on business continuity

March 17, 2020

Dear friends and partners,

It has been a while months since Covid-19 really started to affect our daily lives. The management team at Amber Beverage Group (ABG) had by that time recognised what Covid-19 was going to be; instituting hygiene checks, a ban on travel and on many activities that required gatherings. For most of us, our lives have changed so dramatically in just a few short weeks, it is sometimes difficult to remember what it was like before Covid-19. We and our children are at home all the time, parents are becoming teachers and cooks again, the freedoms we once took for granted are being curtailed. The same is happening at work, as our clients, customers and our businesses struggle to adapt to the changing world. We are all having to be flexible, more determined and ready to accept the differences we now face.

Yet, despite this, there is much to be positive about. I have been so impressed by the hard work, determination and good humour across the ABG family, our partners, suppliers and customers that I am convinced we will come out of this stronger and bolder than ever before.

ABG have been proactively focused on realigning our businesses to work within the new reality and to ensure that we are prepared and ready to go to market with renewed enthusiasm when the crisis abates.

We have started the production of sanitiser, from our Latvijas balzams factory in Latvia and from our factory Remedia in Estonia. We have created a hand and surface sanitiser based on the World Health Organisation’s recommended formula to help deal with the current shortage of disinfectants.

While several countries have stopped all public events, closed bars and restaurants limiting social contact, and have interrupted all international travels due to the Covid-19, we have turned our Global Brand Ambassadors digital. With this approach we aim to keep the bartender communities active while sharing the love for our core brands like Riga Black Balsam®, Moskovskaya® Vodka, KAH® Tequila, Cross Keys Gin® and Rooster Rojo® tequila.

Several of our companies are organising or participating in social campaigns to help those who needs it the most. For example, our Australian distributor Think Spirits will be implementing a Random Acts of Wowness program designed to empower the Think Spirits family to bring moments of WOW to their customers, trade and the hospitality community to support them during these challenging times.

Our UK distributor Cellar Trends have the Team Spirit CT initiative running now, headed up by G - the Luxardo global ambassador, where he is collaborating with a number of different people in the trade helping people to keep healthy, have fun and bring all round positivity to help the trade.

These difficult times mean that we are having to be different, to be thankful, to act confidently and to challenge ourselves and our companies to be better, faster and more creative than ever before. This is an unprecedented time for everyone, and the situation is changing daily. We are committed to maintaining our business operations and ensuring all our clients continue to receive the highest quality service without disruption.

Thank you for your continued trust in Amber Beverage Group.


Seymour Ferreira


Amber Beverage Group



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