As the Executive Manager of Marketing at Angostura, I am thrilled to share our insights on the small but mighty ingredient that defines many classic cocktails—bitters. Cocktail bitters, despite their small quantities and bottle sizes, play a crucial role in creating balance and adding a burst of flavour to drinks, akin to the role of salt and pepper in cooking.
The Unique Appeal of Angostura Bitters
Angostura stands out in the bitters category, proudly holding the title of bestselling and top trending cocktail bitters brand according to the Drinks International Brands Report 2023. Our bitters are known for their versatility, enhancing a wide range of drinks with flavour and balance. What makes Angostura’s rum unique is the fusion of cultural influences, our bespoke proprietary yeast, and the meticulous care in our fermentation, blending, and ageing processes. Decades of expertise are captured in every bottle, made proudly in Trinidad & Tobago.
A Rich History and Global Presence
Angostura has a storied history, with our 200th anniversary approaching next year. Since our inception, we have been a key player in the bitters market, continually innovating and expanding our product lines. Our rum operations have thrived since we began production in 1948, with iconic products like Old Oak Rum and our latest addition, AngosturaⓇ Tamboo Spiced Rum, inspired by our first-ever rum, Siegert’s Bouquet Rum.
Resilience and Growth Post-Pandemic
The COVID-19 pandemic initially posed a challenge, but it also catalysed a surge in home mixology. Consumers became more experimental with their drinks, leading to increased demand for bitters. Angostura witnessed a strong recovery in the on-premise sector post-pandemic, with a surge in orders as bars restocked their essentials. Seeing our bottles behind bars worldwide is a source of great pride for any Trini, and we are committed to maintaining and increasing our global market share of 84%.
Current Trends in the Bitters Market
Several trends are shaping the bitters market today. The growing interest in low and no-alcohol drinks has heightened the demand for bitters, which add the necessary flavour and balance to these beverages. Angostura has long been associated with refreshing adult drinks, such as the iconic lemon, lime, and bitters in Australia. This trend has further propelled our growth, as bitters have become a key ingredient in crafting low and no-alcohol cocktails.
The Fusion of Bar and Kitchen
Another notable trend is the increased collaboration between bar and kitchen teams. At Angostura, we have seen how bartenders and chefs are working together to create culinary cocktails and edible garnishes, incorporating fresh ingredients and garden herbs into drinks. This bar kitchen concept reduces waste and introduces exciting new flavours, aligning with our commitment to sustainability and innovation.
Looking Ahead
As we look to the future, Angostura remains dedicated to expanding our global presence and continuing our legacy of excellence in the bitters market. We are excited to launch Angostura Orange Bitters and Angostura Cocoa Bitters in South Africa, a key EMEA market for us. Our focus is on nurturing young bartenders and fostering a deeper understanding of the power and importance of bitters in cocktail recipes.
With our rich history, innovative spirit, and commitment to quality, Angostura is poised to remain at the forefront of the bitters market, driving growth and inspiring creativity in cocktails around the world.
This blog post highlights the significance of cocktail bitters and Angostura’s unique contributions to the industry while focusing on my role and insights as Executive Manager of Marketing, celebrating the rich history and future growth of Angostura bitters.
