Angostura Holdings has rolled out a complete redesign of its rum range, giving all six of its core expressions a fresh and more modern look.
The Trinidad & Tobago-based company, widely known for its bitters, has made its iconic butterfly logo more prominent on the new packaging to improve visibility and stand out better on retail shelves.
Alongside the visual upgrade, Angostura has also taken steps towards sustainability. The company has introduced lighter bottles and labels made from responsibly sourced paper. In addition, the three premium variants in the range will no longer use outer packaging, helping reduce waste.
The updated packaging has been launched first in the UK market.
Company chairman Gary Hunt said the redesign is not just about improving appearance but also about strengthening the brand’s connection with consumers. He added that the move reflects Angostura’s commitment to a more environmentally responsible future.
The company has also seen some recent leadership developments. Ian Forbes, who had been serving as interim CEO, has now been officially appointed to the role permanently. Meanwhile, former deputy CEO Rahim Mohammed resigned last month after being placed on administrative leave earlier this year.
With this redesign and internal changes, Angostura aims to strengthen its brand image while adapting to evolving market expectations.
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