Think Spirits' name change cements global aspirations for Amber Beverage Group

Think Spirits has changed its name, uniting with three other Amber Beverage Group (ABG) distribution companies - Cellar Trends in the UK, Bennet Distributors in Lithuania and Mountain Spirits in Austria and Germany - under the same name.

Business will continue as usual but going forward, they will now be known at Amber Beverage Australia. Think Spirits was founded in 2004 by Patrick Borg who remains CEO. The company is based in Sydney, Australia and has established itself as one of the leading independent distributors of premium spirit brands through its innovative approach to on premise and consumer marketing.

Amber Beverage Group (ABG) acquired a majority share in the company in May 2018.

Their address, VAT number, telephone and contracts will stay the same as will the team. The company name will change on orders, invoices, delivery sheets and so on and in the coming weeks, email addresses ending with '@amberbev.com' will be introduced.

Jekaterina Stuģe, CEO of Amber Beverage Group, said: “We are growing exponentially and at a high speed which is characteristic of ABG. Renaming four of our distribution companies to include our company name will strengthen Amber Beverage Group’s corporate identity and reinforce everything that we stand for and everything we aspire to become. In addition, a new slogan for the whole Group is announced using the Amber initials: Ambitious Minds Bring Excellent Results.

"We have exciting and ambitious plans to become one of the Top 10 spirits industry players globally. It is not just the distributor logos and names that will change; we see this process as a cross-functional change and believe consistent branding to be a core part of our long-term strategy to support our global growth. We are implementing the same excellent execution practices and high standards across all our companies and we will apply the same principles to each of our distribution companies.”

Depsite these ambitions, CEO Patrick Borg said: "We will continue all projects as planned and that these changes will not influence our results."