Angostura launches new 1787 premium rum

One which celebrates the fact that all its products, from the 1787 and 1824 premium rums to White Oak, Black Label and Forres Park Puncheon Rum, plus the worldfamous Angostura Aromatic Bitters and the newer Angostura Orange Bitters, are all locally-manufactured products.

Jodhan, speaking at 1787’s TT launch on November 2 at the company’s head office, Eastern Main Road, Laventille, said the rums produced by Angostura “are a symbol of national pride, a treasured legacy, a tribute to the evolution of the rum industry in the Caribbean and the men and women who have nurtured it.” “Steeped in nearly 200 years of tradition, the culmination of a journey that started in 1824, the company continues to make the finest quality rums. The guarantee of the very finest rum, is a promise Angostura has kept to our customers since we produced our first rums. Angostura’s rums are held in the highest esteem not just here in Trinidad, but in many cities all around the world - we have won more than 125 medals at every major international spirits competition for the past decade.” Prior to November 2, 1787 was launched in 14 European market back in September, starting in Copenhagen, Denmark at the Ruby Cocktail Bar, “through product tastings and events with our Master Distiller, John Georges.” Jodhan said invitees consisted of Angostura’s foreign distributors and trade, with “heavy focus (on) the bartenders in each market.

Asked to elaborate on the “Welcome Home” campaign, Jodhan told Business Day it signifies patriotism.

“Our rums are crafted by the world’s best distillers and blenders, born right here in TT and we wanted to showcase this in our campaign. It tells ‘Trinis’ that whether you live abroad, or go away and come back, we want to welcome you home with our rums.” Jodhan added that Angostura has a rum for any occasion and for any taste palette.

“While our international rum range is appreciated and awarded worldwide, we want all ‘Trinbagonians’ to fell a sense of pride when they taste them. So “Welcome Home” to our international rum range.” 1787 replaces 1824 as Angostura’s ‘top’ premium rum; 1824 is aged for a minimum of 12 years.

1787?s “rich mahogany colour with bronze highlights” comes from an ageing process that takes a minimum of 15 years, in charred oak barrels, using a selection of rums carefully chosen from the company’s “vast ageing warehouses”.

Angostura said 1787 “is beautifully balanced, with a medium-bodied palate, and a sweet bouquet of banana, dried fruit and oak with top notes of apples.

Its taste carries a hint of dried prunes and sweet rounded oak notes entwined with toffee nuances, with a long, crisp finish.” With a new rum comes a new look (bottle shape and label) for Angostura’s premium GOLD rums - 1787, 1824, 1919 and 7 yr old.

There’s also a new price for 1824; its recommended retail price of TT $349.99 was changed to $299.99, with 1787 now occupying the ‘most expensive’ spot at $349.99.

Jodhan told Business Day that “the recent increase on the duties” was also reflected in the new pricing.

“For the international rum range, these are our suggested retail prices in TT dollars: Angostura® 1787: $349.99 Angostura 1824®: $299.99 Angostura 1919®: $249.99 Angostura® 7 yr old: $149.99” While all Angostura rums are available locally, Jodhan explained that there are “specific rums being sold in specific markets.” This means that currently, rum drinkers in Europe, the Middle East, Asia, Africa and Australia can purchase “1824, 1919, 7 yr old and 5 yr old, Reserva 3 yr old white (1787 is available in 13 markets so far).” North American-based consumers can find 1824, 1919, 7 yr old, 5 yr old and White Oak, Black Label and Forres Park in stores now but they have to wait until next year to buy 1787; that’s when Angostura plans to launch its superpremium rum in North America.

“Most of our rums are available in the USA and are very well received. This can be seen through the number of awards we won in USA for taste and packaging for the last ten years. With the launch of Angostura 1787 carded for 2017, this will also allow us a space in the superpremium category which we anticipate will be also well received,” Jodhan stated.

Meanwhile customers in Latin America currently have access to 1824, 1919, 7 yr old and 5 yr old. Jodhan said “White Oak and 1787 will be introduced in 2017.” Closer to home, Caribbean rum drinkers would be able to buy “1787, 1824, 1919, White Oak, Black Label, Forres Park, Single Barrel, Vat 19 and Royal Oak.” While the Duty-Free market is “very important” to Angostura, representing what Jodhan said is “a significant part of our business,” she did not go into details except to say that Angostura rums “are only in our local duty free shops at present” and that “there has been no change” in sales following the drop in oil prices.

Asked how the company expects the introduction of 1787 to change this, Jodhan replied, “We expect Angostura 1787 to create more interest in our rums as it is beautifully packaged, representing the essence of Trinidad and Tobago. It is a great addition to our premium rum range and would make an ideal present for Christmas.” It’s often been said that during times of economic difficulty, people often spend on quality rather than quantity.

Business Day asked if Angostura was therefore ‘banking’ on 1787 to do well locally because rum connoisseurs would prefer to spend money on one bottle of 1787 versus the same amount of several bottles of cheaper rum? “Global trends are showing that consumers are demanding more from their spirits; flavour, complexity, heritage et cetera. Angostura 1787 is a rum that appeals to that trend whether locally or abroad. If quality is the consideration, then Angostura 1787 definitely fits the bill,” Jodhan declared.

This also applies right here in TT, where there’s been an increase in demand for “premium gold rums,” Jodhan told Business Day.