The business strategy of UPB is carried out on two clearly defined and interconnected levels. We continue in our endeavor to discover new exceptional drinks and reinforce our collaboration with manufacturers; we work with companies both large and small. For us, size is not important: what matters is the exceptionality of the products and what the companies offer. Our task is then to intelligently and efficiently interact with the end customer via interesting and carefully targeted marketing campaigns. Another, just as important goal is to distribute our full portfolio of brands with a corresponding level of refinement and added value, based mostly in consultations and education of ambassadors of selected drinks. Ambassadors are all those who use premium drinks to launch their own prospering business enterprises, and especially experts and professional bartenders. And at their helm, we have bartenders who have a good chance to win even in top-class bartender competitions such as the World Class.

Our work is about building connections. We are exclusive intermediaries between those who love the preparation of first-class drinks and those who can truly appreciate their work. We always strive to be positive, and we view the glass as always being “half-full”. What motivates us for our work every morning is the expression in the faces of distillate lovers; people who can taste something they have not experienced before, something that will bring them unique moments and memories.

Ultra Premium Brands opened several spirits segments in the Czech market - 100 % agave tequila segment, flavored beers segment, premium rums segment - and gave the first impulse for revitalization of the gin segment.