999 in Angostura brand immersion campaign

Global drinks brand Angostura this week launches a trade education programme, designed by 999.

The Trinidadian rum distiller, known for its aromatic bitters, appointed 999’s Glasgow arm around a year ago, as part of a five-figure contract to design and deliver a year-long ‘brand immersion’ campaign targeting on- and off-trade businesses across the UK, Italy, Spain, France, Germany and the Baltics.

The consultancy was commissioned to produce a multi-layered campaign reflecting the origins of the brand, under the strapline ‘Welcome to the world of Angostura’, according to 999 Glasgow managing director Gavin Clark.

The resulting work explores the manufacturing methods of Angostura’s rum and bitters, and the art of mixing against a backdrop of ‘melting pot’ Caribbean culture.

999 has created a seven-minute film, shot on location in Trinidad and Tobago, which brings to life the carnival heritage of the brand.

The finished DVD accompanies a 28-page gatefold ‘storybook’ that contains comprehensive tasting notes for all of Angostura’s products, as well as cocktail recipes and a programme completion certificate.

Other items include a ‘sensory’ kit containing raw ingredients to promote Angostura’s production and blending processes.

The group has worked with Angostura international brand manager Alison Getty on the project.

The activity is aimed at supporting the company’s £15m launch of three new rums into the European market last year.

A subsequent consumer campaign is also likely, says Clark.