Amber Beverage rebrands Cellar Trends 21st May, 2021 by Kate Malczewski Luxembourg-based Amber Beverage Group has changed the name of its distributor Cellar Trends to Amber Beverage UK. Cellar Trends was acquired by Amber Beverage Group in 2019 The rebrand is part of the global renaming of Amber Beverage Group’s distribution companies, and marks a wider shift for the company formerly known as Cellar Trends. Earlier this year, the UK distributor appointed Douglas Cunningham as its CEO. Cunningham – also the CEO of Indie Brands, which was acquired by Amber Beverage Group in January 2020 – has been tasked with “aligning the company to the wider Amber Beverage Group companies across the world” and growing its portfolio.