Angostura Holdings has secured the re-entry of its namesake bitters and rum brand into China.
The Trinidad & Tobago-based brand owner, which is celebrating its 200th anniversary this year, has signed a distribution agreement with the local subsidiary of China’s First Caribbean Marketing Co. While being described as a return to the market for Angostura, details on the company’s previous presence in China were not disclosed.
The arrangement with Caribbean Commercial Management (Hangzhou) Co was signed late last month in the presence of Trinidad & Tobago’s deputy secretary at the Ministry of Trade & Industry and China’s ambassador to the company’s home country.
“The new commercial partnership marks a significant milestone in the company’s expansion strategy, providing opportunity for growth,” Angostura said. “Caribbean Commercial Management (Hangzhou) Co will be responsible for the marketing and distribution of Angostura’s rum and bitters range across China, including selling into the e-commerce, retail and on-trade channels.
“We are committed to offering Chinese consumers an unparalleled experience with our premium spirits and bitters as we leverage our expertise in innovation and sustainability.”
CEO Laurent Schun, who joined the group from Pernod Ricard last year, added: “China represents a tremendous opportunity for our brand. Given the distributor’s understanding of the local market … , we are confident that this partnership will significantly enhance our presence and drive our brand’s success in this dynamic region.”
