Amber Beverage Group appoints new distributor in Finland

Amber Beverage Group (ABG) has appointed Helsinki-headquartered Beverage Partners Finland (BPF) – a part of the Hans Just Group – as its distributor in Finland.

According to ABG, the partnership will attempt to grow the presence of ABG’s core brand portfolio in Finland’s off-trade sector.

ABG’s core portfolio includes brands such as Riga Black Balsam, Moskovskaya vodka, Rooster Rojo tequila and Cosmopolitan Diva.

One principal aim of the partnership is to capitalise on the demand for low and no-alcohol products in the Finnish market. For example, ABG stated that its Cosmopolitan Diva range of low alcohol sparkling wine would benefit from distribution in the Finnish market.

Elena Azhnova, go-to-market strategist at ABG, said: “We are delighted to announce our new distribution partnership with BPF. They are an enthusiastic, devoted and committed importer and we are confident that this partnership will ensure our brands can enter new chains in Finland.

“With a focus on the off-trade, which is the perfect channel for our low alcohol sparkling wine brand Cosmopolitan Diva and our non-alcoholic brands, we will be able to sell into mainstream stores and feel very optimistic about the opportunities to build this brand across the Nordics.”

Joakim Löfström, business development manager at BPF, added: “We are excited about our new distribution partnership with ABG in Finland.

“We see exciting opportunities for their brands particularly their low and no alcohol products, and, with sales continuing to perform well in the off-trade despite these challenging conditions caused by the COVID-19 situation, we are looking forward to accelerating the growth of ABG’s portfolio in Finland.”