Angostura Holdings has completed a redesign that applies across the full portfolio of its namesake rum brand.
The Trinidad & Tobago-based brand owner, best-known for its line of bitters, has unveiled the update this week. Applying to all six of the rum’s core expressions, the new look centres around greater prominence for its butterfly logo.
The company has also used the move to improve the rum’s sustainability cues by introducing a lighter bottle and “responsibly-sourced paper” for the label. At the same time, the three higher-end iterations in the range will no longer carry secondary packaging.
The changes have come into effect initially in the UK.
“The redesign is much more than a visual change,” said company chair Gary Hunt. “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.”
Angostura Holdings made the news six months ago when the company, which is listed on the Trinidad & Tobago stock exchange, reinstated its COO, Ian Forbes, as interim CEO for a third time. Forbes, who has been with the group since mid-2017, was subsequently confirmed at the start of this month as having taken on the more senior role on a permanent basis.
Meanwhile, deputy CEO Rahim Mohammed, who had been placed on “paid administrative leave” pending an unspecified “investigation” at the end of February, resigned last month. Local reports have claimed Mohammed ended his near-nine-year tenure with Angostura after having been “stripped of his portfolio, which included marketing, security IT, procurement, and corporate communications and was left with international sales … at the end of October”.
