Our strategy

Our Strategy

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.


1992 - Beginning of the journey

The roots of Ultra Premium Brands date back to 1992, when Jakub Janeček first set out to discover the outstanding spirits of the world.

2011 – Warehouse #1

In December 2011, Ultra Premium Brands opened its showroom in the Karlín District of Prague – the shop with legendary spirits Warehouse #1.

2014 – Diageo Reserve World Class

In 2014, UPB in co-operation with Diageo organized the first Czech edition of the most prestigious bartender competition in the world, Diageo Reserve World Class, and Czech Republic had its first representative in the global final.

2016 – E-shop Warehouse #1

In the fall of 2016, a new eshop was launched for the shop with legendary spirits Warehouse #1..

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About UPB

We, Ultra Premium Brands, are an independent, authorized, dynamic importer and distributor of the best and most luxurious alcoholic beverages. The foundation of our company dates back to 1992, when we underwent a long and demanding trip to discover the most interesting alcoholic beverages in the world. We believe that our portfolio proves our success so far; however, this does not mean that our work is done. On the contrary: we are still searching and expanding our collection, and you are welcome to join us if you wish.

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