MBG signs distribution agreement with Cellar Trends

Effective January 1st, MBG has signed a distribution agreement for the United Kingdom market with Cellar Trends Ltd. – part of the Amber Beverage Group (ABG). Cellar Trends will take over national sales, distribution and merchandising rights for the MBG brand MAHIKI Coconut Rum.


Established in 1999, Cellar Trends has an enviable record in building brands for wines, spirits and associated products in the UK. The company serves all sectors of the UK drinks trade in both on and off trade categories, representing the famous brands of 40 international drinks companies. Those premium brands include Stolichnaya® – the iconic Russian vodka, Luxardo Maraschino – a permanent presence in the Top 50 Bars of the World, and Faustino Rioja – the world leader in Reserva and Gran Reserva Riojas, along with many brands that are outright leaders in many markets.


The global spirits group Amber Beverage Group fully acquired 100 percent of the UK-based drinks distributor Cellar Trends Ltd. in June 2019. ABG itself is a leading producer, distributor, logistics provider and retailer of beverages. It operates internationally from its head office in Luxembourg and through its production and distribution companies in Russia, Mexico, the UK, Australia and the Baltics, its historical home.


The contract between the MBG Group and Cellar Trends Ltd. includes the whole MAHIKI Coconut portfolio and has been signed for three years, starting from 1st January 2020 and ending on 31st December 2022. The distribution area comprises the United Kingdom of Great Britain and Northern Ireland including the Channel Islands.


MAHIKI is the fastest growing Coconut Rum in Europe. More than 100,000 bottles of MAHIKI Coconut were sold in only six months following its active launch on the retail market in Germany. MAHIKI Coconut is a liqueur refined with Jamaican and Polynesian rum and rounded off with coconuts from Samoa. With an alcohol content of 21 percent, it can be used in many ways: The coconut liqueur can be enjoyed pure, well-chilled on ice, but is also ideal for mixing with other spirits, liqueurs, fruit juices and lemonades. Its colour is unmistakably rose, as coconut water from fresh coconuts turns to rose after ripening – creating this special effect.

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