Angostura rum receives brand refresh
Trinidad & Tobago’s House of Angostura has given its rum portfolio a redesign and incorporated more sustainable packaging across the range.
Angostura’s new look was inspired by the brand’s 200-year legacy and presence in Trinidad & Tobago, and aims to build on the reputation of its namesake bitters. The new design is being rolled out across the UK.
Ariana Maharaj, master blender for The House of Angostura, commented: “Here at Angostura, we are globally renowned for our influence and historical shaping of flavour in cocktails.
“We are now delighted to share these modern packaging designs to welcome UK Angostura fans, new and old, into our world of flavour and rum-making beyond bitters, inspired by the vibrant cultural roots of our home in Trinidad.”
The redesign features a modern, lighter-weight bottle design that aims to reflect the brand’s sustainability values, Trinidadian authenticity and quality.
In Trinidad, a key sign that it’s time for harvest is the annual arrival of butterflies landing on the cane. Each bottle of Angostura Rum now prominently features a butterfly logo in the centre of the label, made from responsibly sourced paper.
Gary Hunt, chairman of Angostura Holdings, said: “The redesign is much more than a visual change; it has been thoughtfully developed to enhance brand visibility on shelves and engage consumers with a modern and distinctive appeal.
“This initiative also reflects Angostura’s dedication to taking meaningful steps toward a greener future – because great rum should leave a positive mark on the world.”
To further Angostura’s commitment to reducing waste, all secondary packaging has been eliminated from three premium rum expressions in the UK.
The House of Angostura rum range includes three-year-old Superior White, five-year-old Superior Gold, seven-year-old House Signature, 1919 Grand Reserve, 1824 Founders Reserve, and 1787 15 Years Old Special Reserve.
The collection is now available at specialist drink retailers, including Master of Malt, The Whisky Exchange, and Amazon in the UK.
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