The House of Angostura unveiled a complete packaging
redesign of its international rum portfolio at this month’s Rhum Fest in Paris.
The “brave” new look includes Angostura 1824, Angostura 1919, Angostura
7 Year Old, Angostura 5 Year Old and Angostura Reserva. The new labels have been “streamlined” to feature
the same typography and the brand’s butterfly logo has been placed centre at
the top of the front label.
Additionally, two new brand icons have been added – a map of Trinidad
and Tobago on the left and an illustration of a butterfly and molasses on the
right. Furthermore, the bottle designs
for premium expressions Angostura 1824, 1919 and 7 Year Old feature a thick
glass base with a new “orchid closure system” to make them easier to open while
offering secure protection.
The signature of Dr J.G.B. Siegert, founder of Angostura, and the crest
of The House of Angostura are embossed on the bottles. The three variants are also available in
carton packages, with 1824 and 1919 both available in tubes and 1919 also
available in a matte grey box. All five
rums feature a “spirit of Trinidad and Tobago” illustration on the bottle
closure to “reiterate” the brand story through images of a dancing woman,
sugarcane and Trinidad’s national bird, Scarlet Ibis.
“It’s a big, brave move for us,” said Genevieve Jodhan, executive
manager – international sales and marketing. “We are confident that our new,
modern and sophisticated packaging captures the more than 190 years of heritage
and history that inform the proud traditions of The House of Angostura. “Every change reflects the exquisite quality
of our rums. The new packaging isn’t just aesthetically pleasing, it also
centers the brand geographically in its Caribbean birthplace, Trinidad and
Tobago and reflects the unique nature of our journey. “The entire range of Angostura rums
celebrates the history and the true spirit of Trinidad and Tobago.
“Over the last 192 years Angostura has successfully perfected the art of
rum making, creating elegant stylish rums that are now found across the five
continents. “We believe that our new,
totally reimagined packaging reflects our sense of adventure and innovation.”
