Trinidad and Tobago’s vibrant culture and a two-century legacy inspired the new look for Angostura Rum. While the world famously recognizes the brand for its bitters, this redesign emphasizes its premium spirit credentials. Furthermore, the modern aesthetic bridges the gap between historical influence and contemporary cocktail culture. According to The Spirits Business, Ariana Maharaj, master blender for the house, stated that these modern designs welcome fans of Angostura Rum into a “world of flavour and rum-making beyond bitters.”
The updated bottle showcases a lighter-weight design to reflect the company’s commitment to sustainability and quality. Notably, the label now features a butterfly logo, inspired by the annual arrival of butterflies that signals the sugarcane harvest in Trinidad. To further reduce the environmental footprint, the brand creates the logo using responsibly sourced paper. Gary Hunt, chairman of Angostura Holdings, informed The Spirits Business that the project reflects a dedication to Angostura Rum and a “greener future,” ensuring that premium spirits leave a positive impact on the world.
In an effort to eliminate waste, the company removed all secondary packaging from its three premium expressions in the United Kingdom. This streamlined approach enhances shelf visibility while maintaining the distinctive appeal of Angostura Rum. Consequently, specialist retailers such as The Whisky Exchange and Master of Malt now stock the refreshed collection. The range spans from the three-year-old Superior White to the prestigious 1787 Special Reserve. As Angostura Rum continues to define its legacy, it successfully balances authentic roots with the demands of a modern, eco-conscious market.
Source of information
The Spirits Business Article — Angostura rum receives brand refresh, written by Miona Madsen
The image of the article is courtesy of © Joel Zar via Canva.com
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