New Cellar Trends CEO ‘ready to drive next wave of growth’

April 21, 2021

Commencing 1 April, Amber Beverage Group-owned UK distributor of alcoholic beverages, Cellar Trends (CT), has appointed Douglas Cunningham as CEO, taking over from Simon Thomas who left the company to pursue an opportunity outside the Group. Douglas has been promoted to the position of CEO of Cellar Trends in addition to his leading role at Indie Brands.

“We are confident that Douglas will be able to successfully run and develop both of our UK businesses, ensuring that both companies optimise their respective positions in the UK market, whilst continuing to build and develop strong third-party brand partnerships,” said Jekaterina Stuģe, the CEO of Amber Beverage Group. “We believe that with Douglas’s commercially focused approach and extensive industry experience, he is the right leader to take both of our UK companies through an exciting phase of development.”

“The rise and impressive growth of Cellar Trends was one of my key inspirations for setting up Indie Brands back in 2011. They are a company I have admired and respected for over 20 years. I am therefore hugely honoured, privileged and excited to be taking over the leadership of Cellar Trends and the combined UK businesses. I would like to thank Simon Thomas for all that he achieved at Cellar Trends throughout a particularly challenging year due to the pandemic. Under his leadership, I know that the process of positive development at Cellar Trends is well underway and I very much look forward to taking over the reins driving the next wave of growth. Going forward, I look forward to nurturing and developing each company’s unique strengths in the marketplace,” commented Douglas Cunningham.

Founded in 1999, Cellar Trends have become renowned for their broad and varied portfolio. Over the years they have gained a reputation for successfully launching and building brands, influencing the dynamics of a range of spirit categories within the UK. The company serves all sectors of the UK drinks trade in both on- and off-trade categories with a portfolio of more than 60 international brands. Since 2018, Cellar Trends has been a part of Amber Beverage Group.

Indie Brands joined  Amber Beverage Group in January 2020. Indie Brands specialises in the development of premium spirit brands particularly within the premium independent on- and off-trade channels, and offers UK distribution, marketing and brand building expertise for premium alcoholic beverage brands.

Amber Beverage Group (ABG) is a rapidly growing global spirits company, which in 2020 entered several new international markets and grew awareness of its core brands: Moskovskaya® Vodka, KAH® Tequila, Riga Black Balsam®, Rooster Rojo® tequila, Cross Keys Gin® and Cosmopolitan Diva®.

ABG is a leading beverage producer, distributor, logistics provider and retailer, with over 600 brands spanning everything from premium vodka and sparkling wines to specialty Mexican tequilas. The company has grown from its original core production business established in 1900, to become a global spirits industry player that unites around 2,000 employees in almost 20 companies.

For further media information or hi-res images, please contact:

Sabine Rutka, Group Communication Lead, Amber Beverage Group


Phone: +371 26 198 363



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