Angostura directors put through paces

CL World Brands C.E.O. Lawrence Duprey is taking no chances with his products being marketed worldwide and brought  regional directors worldwide to TT to get a feel for what makes the comnpany tick Corporate Communications Manager, Giselle La Ronde-West for  Angostura, a CL subsidiary,  said global directors came down to Trinidad recently to get a taste of the Trinidad way of life, what Angostura is about, its culture and therefore, basically, to live it. “So when they are selling Angostura, Trinidad and Tobago, they will have a very good idea and feel.” The directors include; Mike Arthur who is responsible for Central/ Southern Europe/ Middle East; Andy Holmes — Northern Europe/ Scandinavia/ Baltic Eastern Europe; Pierre Meintjes — South Africa; Sung Ho — Asia/ Pacific; Rick Gilewisz — Latin America and Simon Murphy — Taiwan/ Australia/ New Zealand.  In addition, a club office was opened in Delhi this week. While in Trinidad the directors were inundated with information, were taken on a tour of the Angostura Museum and Distillery, accounts department and to the bottling line, to see how rum and bitters are made. They also saw how to make a rum barrel. When they are talking about Rum on the international front, which is truly a Caribbean product, they would be selling every Caribbean aspect of it, La Ronde-West said. Their visit also included a down the islands lime. During that time, they presented the possibilities and different areas they will be working on, what their plans, hopes, and prospects for the products are. 

Angostura also shared the strategies adopted in this region in terms of marketing the products on the local market. It gives Angostura the opportunity to be in regions that they may not have been able to reach before, La Ronde-West said. “ It is a great thing for the shareholders to look forward to the future development of the company through the CL World Brands effort. “Just as the marketers took Angostura Aromatic Bitters and basically walked the world stage to get it out there,” she said, adding that being  able to have platforms around the world could create a big difference. “The strategy for them being here was basically to educate them and in turn they will let us know what the possibilities are,” she said.