Digital brand & web design
Connecting rum connoisseurs with Trinidad’s most iconic brand
Angostura has always been famous for its iconic bitters, which are a staple behind bars and in cocktails around the world. They wanted to be known for their rums, too.
In spite of the brand’s strength and recognisability, Angostura’s premium rum range was little known to consumers. People simply didn’t associate the brand with drinks beyond the bitters.
The challenge lay in closing the awareness gap. The popularity of Angostura Bitters had been driven by trade use, and gradually trickled down to enthusiastic home cocktail makers. For rums, success would need a more directly consumer-facing approach, supported by a new brand website and content strategy.
WordPress website development
Visual identity for digital
SEO & content strategy
Language & localisation support
Ongoing analytics reporting
To help tackle Angostura’s awareness challenge, we were brought in to create a brand-new global website, along with a content strategy designed to drive traffic and boost visibility. The goals were to reach more consumers, promote the rums, and position Angostura as a more versatile brand within the drinks market.
Our ambition was to create more than a simple brochure site. It needed to tell a rich, engaging story while also setting the brand up for long term growth in their product range, content and campaigns. The experience focuses on Angostura’s heritage, craftsmanship, and Trinidadian identity. Alongside building the brand story, we carried out more practical keyword research to understand what people were actually searching for, helping shape content that would bring in search engine traffic and appear in AI generated references.
As a global brand, multilingual and localisation support for the website was essential. Leveraging the power of WordPress, we built a flexible CMS that lets Angostura’s teams create a variety of layouts using modular components. Smart localisation features mean that content can be adapted specifically for local markets, which is essential in places where alcohol advertising rules are stricter.
We took a mobile-first approach from the start, knowing that a huge share of users would be visiting on their phones. The result is a beautifully premium experience across all devices, which doesn’t come at the cost of performance. Spikes in traffic are expected alongside campaign activity, so a robust hosting setup keeps everything running reliably, even in regions where internet connections aren’t always the strongest.
The new website brings Angostura’s rum portfolio out of the shadows and into the spotlight. What was once a fairly hidden part of the brand is now a rich, accessible digital experience that can reach consumers around the world.
By combining great storytelling with solid technical foundations, the site not only delivers what’s needed today, but sets Angostura up for the future.
