For the first time in nearly 200 years Angostura has changed the packaging of its iconic Angostura aromatic bitters. As a long standing Royal Warrant holder Angostura decided to launch the limited edition pack – Jubilee Angostura – to celebrate The Queen’s Diamond Jubilee on 5th June this year.
Angostura wanted to not only celebrate the Diamond Jubilee with a new label like other Royal Warrant holders, but also to acknowledge the honour of being a Royal Warrant holder by donating to the Queen Elizabeth Scholarship Trust (QEST). For every bottle sold, Angostura will donate £1 to this charity that helps further the careers of craftsmen and women in Great Britain.
Alex Thomas, Senior Manager of Sales and Marketing, commented:
“The Jubilee Angostura will be the first change that we have ever made to the product in nearly 200 years with both the recipe and the label remaining the same since 1824.”
He continued Angostura was first awarded a Royal Warrant in 1912 by George V, it was transferred in 1947 to George VI and finally to The Queen in 1955. We wanted to not only celebrate the Diamond Jubilee with a limited edition pack, but also to acknowledge such a prestigious honour by donating to the QEST Appeal. True craftsmanship is at the heart of Angostura and we believe in helping encourage that in others too; that’s what made us the success story we are today.”
Mystery surrounds the world famous Angostura aromatic bitters. From the recipe for the bitters itself to why the label ended up being too large for the bottle. Probably the most well known label story is that it was simply a result of the laid back Caribbean way of life. When someone ordered the wrong size label and the mistake was spotted, everyone thought someone else would correct it. When no one did, they decided to stick with the oversized label rather than change it and so it became the trade mark of the brand.
Fans of the iconic bitters needn’t worry, exclusive to Waitrose from May, there are only 6,600 bottles of the Jubilee Angostura available in the UK. When it’s gone it’s gone.