The company Ultra Premium Brands – Central Europe s.r.o., whose roots date back to 1992, deals mainly with the import and distribution of premium, mainly alcoholic, but also non-alcoholic spirits and other beverages to the Czech Republic and to a limited extent also to Slovakia. www.upbsk.sk
Whether it’s alcoholic or non-alcoholic spirits, or perhaps organic wines, we always strive to deliver premium quality and a high level of experience from the slow enjoyment of extraordinary flavours. Our ancestors used to say that too much of anything is bad for you and we share this view of life around us 100%.
Since 2012, UPB’s e-shop and brick-and-mortar store Warehouse #1 has been an integral part of the company, awarded shortly after its opening as the best specialty store in the Czech Republic. We didn’t set out to open just one of many liquor stores, but a unique place with a unique design. Warehouse#1
The brands we have built on our market, such as Zacapa, Diplomático, or Don Papa, are probably familiar to many of you, but our portfolio today offers a much wider range of excellent brands in different categories. In addition to rums, there are whiskies, cognacs, gins, tequilas, vodkas and many more.
Come see for yourself.
The company Ultra Premium Brands – Central Europe s.r.o., whose roots date back to 1992, deals mainly with the import and distribution of premium, mainly alcoholic, but also non-alcoholic spirits and other beverages to the Czech Republic and to a limited extent also to Slovakia. www.upbsk.sk
Whether it’s alcoholic or non-alcoholic spirits, or perhaps organic wines, we always strive to deliver premium quality and a high level of experience from the slow enjoyment of extraordinary flavours. Our ancestors used to say that too much of anything is bad for you and we share this view of life around us 100%.
The brands we have built on our market, such as Zacapa, Diplomático, or Don Papa, are probably familiar to many of you, but our portfolio today offers a much wider range of excellent brands in different categories. In addition to rums, there are whiskies, cognacs, gins, tequilas, vodkas and many more.
Come see for yourself.
Since 2012, UPB’s e-shop and brick-and-mortar store Warehouse #1 has been an integral part of the company, awarded shortly after its opening as the best specialty store in the Czech Republic. We didn’t set out to open just one of many liquor stores, but a unique place with a unique design. Warehouse#1
JIŘÍ RABEL & JAKUB JANEČEK
We’ve been friends for four decades and today we co-own our company Ultra Premium Brands. It was founded with the intention of bringing to our market the unique spirits and other beverages, including organic wines, that we have come into contact with during our many travels to various destinations around the world. We have discovered a number of unique brands for the Czech market and through our magazine Warehouse #1 we regularly introduce you to the people behind their production. In our work we keep in mind Seneca’s saying “Don’t worry about quantity, but about value”. This applies to both beverages and our business relationships. It feels natural to us, because we are not selling ordinary things, but original stories told with fine spirits and real wines.
JIŘÍ RABEL & JAKUB JANEČEK
We’ve been friends for four decades and today we co-own our company Ultra Premium Brands. It was founded with the intention of bringing to our market the unique spirits and other beverages, including organic wines, that we have come into contact with during our many travels to various destinations around the world. We have discovered a number of unique brands for the Czech market and through our magazine Warehouse #1 we regularly introduce you to the people behind their production. In our work we keep in mind Seneca’s saying “Don’t worry about quantity, but about value”. This applies to both beverages and our business relationships. It feels natural to us, because we are not selling ordinary things, but original stories told with fine spirits and real wines.
HISTORY OF UPB
Jakub Janeček founded the company, now known as Ultra Premium Brands, and began trading his first spirits, Black Death vodka, which was soon followed by tequila, gin and rum of the same name, Gusano Rojo mezcal and other brands.
Cooperation with the French brewery Brasserie Fischer and building the Deserados brand in the Czech Republic.
Representing the Mexican distillery Herradura and importing the first 100% agave tequilas El Jimador and Herradura to the Czech market.
- Jiří Rabel accepts the offer to join the company and intends to use his experience gained at Sovesco, Allied Domecq and Pepsico, where he previously worked in managerial positions.
- Inclusion of Hendrick's gin and Russian Standard vodka brands in the portfolio.
Establishment of cooperation with Guatemalan rum producers Zacapa and first deliveries to the Czech market.
Start of cooperation with DUSA, the producer of Diplomático rums.
- A fateful trip to Genoa and meeting Luca Gargano, owner of Velier and an amazing visionary.
- The first joint trip with Luca Gargano to Marie Galante, Martinique and British Guiana, and finding the inspiration for the name of the Warehouse #1 shop in Carlsbad.
- Opening of our own liquor store called Warehouse #1 in Karlín, Prague.
- Warehouse #1 wins the award for the best specialty store in the Czech Republic.
- The first import of Triple "A" wines from Velier and the extension of the offer with real wines, without chemicals.
Launch of the first Fever-Tree premium mixers on the Czech market.
- Another trip with Luca Gargano, this time to Haiti, and discovering artisanal clairins together.
- Survey of Barbados rum distilleries.
- Jakub Janeček's first trip to Jamaica, exploring all of Jamaica's rum distilleries and an interview for Warehouse #1 magazine with Chris Blackwell, founder of Island Records and owner of Blackwell Rum.
- Diageo Reserve World Class for the first time in the Czech Republic. UPB organized the first Czech round of this most prestigious bartending competition in cooperation with Diageo and the Czech Republic had its first representative in the global final.
- Exploring distilleries in the Indian Ocean, specifically Madagascar, Mauritius and Reunion.
- Briefing meeting in London with Stephen Caroll, owner of the Don Papa rum brand, to establish cooperation.
- 1st European Award for Marketing & Distribution Excellence from Diageo.
- Angostura brand takeover.
- Taken over by Fassbind.
- Launch of the new e-shop www.warehouse1.cz
- Ambassador Kryštof Hordina's victory with Rising Sun cocktail in the 1st Clairin World Championship in Jacmel, Haiti.
- Opening of the UPB hub in Brno.
- Opening of UPB warehouse in Ostrava.
- A trip to Chile, Peru and Puerto Rico to see Piscenm Demonio de los Andes and the rums Millonario, Cartavio and Ron del Barrilito.
- Zacapa Rum becomes the best-selling premium alcohol brand in the history of the Czech Republic.
- Start of cooperation with Gruppo Campari.
- 2nd European Award for Marketing & Distribution Excellence from Diageo.
- Ron Diplomatico has become the best-selling premium alcohol brand in the history of the country.
After 14 years of joint prosperity, Diageo is handing over the reserve portolio to Stock...
- Opening of UPB Slovakia in Bratislava.
- Launching our own rums and whiskies under the Warehouse #1 brand.
- Taking over the distribution of other Gruppo Campari brands, including Aperol and Cinzano.
- Establishment of cooperation with Maison Ferrand.
- Achieving record results in the company's history.
- Diplomático brand sold to owner Brown Forman and loss of distribution.
- Don Papa brand sold by owner to Diageo and loss of distribution.
- Taking over the distribution of A.H.Riise.
- Launch of cooperation with Sober Spirits, a producer of award-winning non-alcoholic spirits.
- Taking over the distribution portfolio of Gruppo Montenegro.
More acquisitions on the horizon.
A stellar cast in our portfolio
Star cast among our ambassadors
Milan Zales
Campari & Spritz
Filip Jančárek
Aperol & Spritz
Lukas Hanzl
Rum & Fever tree
Jan Albrecht
Rum
Jarda moldik
Bourbon
Christopher hordina
Whisky
Zdeněk Zajíc
Wine & Cognac
Robert polo
Rum/ex pats
sales representatives
Here is our representation, i.e. a team of sales representatives for Prague and individual regions of our country. If you are interested in our portfolio and you are interested in cooperation, do not hesitate to contact them.
Managers
Our other representatives are key account managers, wholesalers and e-commerce managers who fight for our brands with the buyers of chain stores, wholesalers and online stores.
Download
Ultra Premium Brands and Warehouse #1 logos for download.
Contact
ultra premium brands
billing data
Ultra Premium Brands – Central Europe s.r.o.
Nad Vodovodem 32, 100 00 Praha 10, Czech republic
ID: 25780204