• by Fern Siegel , November 7, 2024

Cocktails have a long history — and many are accompanied by Angostura bitters, which originated in Trinidad and Tobago in 1824.

The product began as a medical elixir for the armies of Simón Bolívar, but once the first cocktail recipe was published, the bitters became a key ingredient in martinis, Old Fashioned and Manhattans.

This year, Angostura celebrates its 200-year anniversary with a custom-designed, collector's edition box. The limited-edition bitters is formulated from aged rum, Angelica root, Roman wormwood and nutmeg. Only 120,000 bottles are available worldwide.

And the release is accompanied by a new campaign — 200 Years of Cocktail Creativity.

Created by Digitas, it's currently live in paid social and OLV, promoting classic recipes and moderns twists on cocktails. The spot runs in Meta, YouTube and will begin streaming on TikTok in January. There is also a partnership with various trade pubs, including Chilled.

Laura Keeler, senior vice president, group creative director at Digitas, told Agency Daily: "Angostura has a rich history and strong reputation among professional bartenders and at-home mixologists. They know it’s the secret to creating bar-worthy cocktails. With the brand's legacy in mind, we wanted to make sure the campaign creative celebrated that legacy, but also invited bitters enthusiasts — and anyone who is just a little cocktail curious — to consider how Angostura bitters can help level up their game. Anyone can get creative with a dash."

Cocktail bitters have enjoyed an average of 25% growth each year since 2020, according to UK retailer The Whisky Exchange.

Angostura is a leader in the category, with an estimated 90% market share, per the House of Angostura. The bitters, available in more than 170 countries worldwide, saw exports increase by 2% in 2022, led by the U.S. The company, which also produces rum, reported sales exceeded $1 billion in 2022.