Angostura Brand Education Drive

The Trinidadian rum-maker, famous for its aromatic bitters, appointed 999 to develop and deliver its 2009 Trade Education Programme, which is aimed at communicating the spirit and quality of the Angostura portfolio to the on and off trade throughout Europe.

The campaign will run throughout the year across a range of markets including Spain, Italy, France, UK, Germany and the Baltics.

The activity supports the launch of three new rums into the European market in 2008. These unique, three, five and seven year-old rums, blended in Trinidad and Tobago, are in addition to the company's already successful 1824 and 1919 sipping rums.

Angostura is undertaking a £15 million investment programme in these new rums, signalling the intent to fuel rapid growth of the rum category. As part of this activity 999 was commissioned to produce a complete brand education programme that reflects the history of the Angostura brand and its origins.

The theme adopted is 'Welcome to the World of Angostura', which explores the manufacturing methods of Angostura's rum and bitters, the art of mixing and the 'melting pot' culture of the company's Caribbean backdrop.

A multi-layer campaign, 999 has created a 28-page 'trademark storybook', which contains comprehensive tasting notes for all products, new cocktail recipes and a seven-minute DVD shot on location in Trinidad and Tobago that brings to life the carnival heritage of the brand.

Other items include a bespoke sensory kit that contains raw ingredients to promote Angostura's unique production and blending processes.