As a seasoned marketing executive, I’ve had the privilege of leading significant initiatives at Angostura, a company that stands as the undisputed leader in the cocktail bitters category. In an article by Nicola Carruthers titled “A Change for the Bitters,” I shared insights into our strategic focus and the growing trend of at-home cocktail making.
The Pandemic Boost and Growth in Bitters
During the pandemic, consumers became their own bartenders, exploring new flavours and enhancing their at-home cocktail experiences. This trend has continued post-pandemic, with a notable increase in demand for cocktail bitters. At Angostura, we’ve seen a 2% increase in exports in 2022, particularly driven by the US market. Our bitters, available in over 170 countries, account for a significant portion of our revenue, highlighting the global appeal of our products.
Angostura’s Market Position
With an estimated 90% market share in the cocktail bitters category, Angostura has cemented its place as a key player in the industry. Our range, including popular variants like orange and cocoa, has seen remarkable growth. In Latin America alone, our bitters climbed by 68% last year compared to the previous year.
Expanding Our Reach
In my role as executive manager – marketing, I’ve been focused on expanding our reach, particularly in the off-trade sector. Our growing distribution in grocery and specialty stores, including partnerships with major retailers like Waitrose and Walmart, is a testament to our commitment to making Angostura bitters accessible to a wider audience.
Innovative Flavours and New Markets
The cocktail bitters market is constantly evolving, with producers exploring new and regional flavours to cater to diverse palates. At Angostura, we continue to innovate and adapt, ensuring our products meet the changing needs of consumers and bartenders alike.
The Future of Bitters
Looking ahead, the trend of at-home cocktail making and the demand for unique flavours will likely continue to drive growth in the bitters category. At Angostura, we are excited to be at the forefront of this evolution, bringing high-quality, innovative products to cocktail enthusiasts around the world.
Press article: https://www.thespiritsbusiness.com/2024/04/a-change-for-the-bitters/
