Symphony 2023 Limited Edition
A Bold New Flavour for the Holiday Season
Recognition: Judges Choice 2023 American Advertising Awards
Symphony 2023, launched in time for Christmas with strategic pricing, became Angostura's best-selling limited edition, developed in a record three months. This strategic flavour innovation and the edition's rapid development and success broadened Angostura's appeal, making Symphony its most successful limited edition to date.
Services
Client
ANGOSTURA®
Year
2023
Role
Executive Manager, Marketing,
ANGOSTURA®
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Challenge
Create a standout limited edition rum that could rival top competitors.
The challenge was to develop a premium rum that would appeal to both Angostura loyalists and new customers, delivered in a short timeline to capitalise on the festive season in global travel retail markets.
Goal
Position Symphony 2023 as the must-have rum for the holiday season.
The goal was to offer a unique, sweeter flavour profile that departed from traditional Angostura rums, catering to evolving consumer tastes and standing out among competitors like Diplomatico and El Dorado.
Result
Achieved record-breaking sales for a limited edition within the Angostura portfolio.
Symphony 2023’s innovative flavour profile and strategic pricing captured significant market interest, establishing it as Angostura’s most successful limited edition rum to date and enhancing its presence in global travel retail.
Redefining rum with an unforgettable festive experience.
