Angostura to announce rum ‘additions or deletions’
Angostura is facing some “difficult decisions” in rationalising its rum range, and is set to announce some “additions or deletions” next year, the group’s new CEO has said.
Speaking to The Spirits Business last month, Genevieve Jodhan, who was made permanent CEO of the Trinidad and Tobago-based rum and bitters producer in February this year, said Angostura is “looking at the range now to see what we want to consistently grow, and whether there are any [rums] that we would like to drop”.
“It’s all about looking at the change in consumption patterns, and looking at the younger consumers,” said Jodhan.
“Angostura 1919, for example, started off with an age statement and five years ago we removed it because we ran out of all eight-year-old stock – we changed the blend.
“I think this eventually happens with all companies – we are now looking at our 10-year ageing plan and we are going to cement what that range should be, so that by January we should be announcing either some additions or deletions. But it’s not anything that we are scared off.”
Jodhan also revealed to The Spirits Business that Angostura has “no capacity constraints” for production of rum, particularly since the company made a “strategic decision” to vastly reduce its third party supply contracts.
Angostura’s rum portfolio is divided into ‘international rums’ – its premium heritage-driven expressions – and ‘Trinidadian jewels’ – rums not branded as ‘Angostura’ that dominate the domestic market.
As part of a three-year strategy that started with the redesign of the international rums portfolio, Jodhan says Angostura may consider expanding international distribution of its ‘Trinidadian jewels’.
To read Genevieve Jodhan’s interview in full, see the July 2017 issues of The Spirits Business magazine, out now.