THE HOUSE OF ANGOSTURA®
THE SWIZZLE CLUB

We developed a campaign world and activation strategy for the HOUSE OF ANGOSTURA®’s signature serve – the Queen’s Park Swizzle – which represents the bold & vibrant personality of ANGOSTURA® 7 YO Rum and heroes the serve as the lead drink of Trinidad & Tobago and an authentic player in on trade cocktail culture.

Activating the campaign for the first time, we created an inclusive and inviting stand for BCB, by bringing to life The Swizzle Club, a warm and inviting space where rum lovers can learn the art of the swizzle.

Campaign World | Activation Strategy | Trade Show Stand Concept | On-Trade POS | Social Assets Creation

The Challenge

In a competitive and growing global rum market, the HOUSE OF ANGOSTURA® needed to find a clear and ownable voice to tell its story and make it memorable.

Our challenge was to develop a campaign strategy for the Queen’s Park Swizzle that would drive awareness, engagement and consumption of ANGOSTURA® 7 YO Rum and Aromatic Bitters to the Trade and consumers, whilst owning an element of cocktail culture that is distinctive and ladders to a brand truth.   

BCB was the first occasion at which the HOUSE OF ANGOSTURA® would activate the campaign, and we were tasked with designing a stand concept that brought to life “The Swizzle Club”, introducing it to the trade for the first time in an impactful and approachable way.

THE Insight

ANGOSTURA® is a brand with unique truths that connect it to contemporary Trinidad & Tobago and the stories that capture its soul, its people and its culture.

The brand’s rich and vibrant past dates back to the roaring 1920s, when the famous Queen’s Park Hotel was at its heyday and the Queen’s Park Swizzle was a favourite amongst the hotel’s glamourous guests, and years later, the patrons of the iconic Dirty Jim’s Swizzle Club. Intrigue grew into this colourful and refreshing drink that was stirred by “swizzling” with a swizzle stick – a long stick with small branches made from the Quararibeaa Tree, native to the Caribbean.

Today, ANGOSTURA® has the opportunity to bring to life a contemporary expression of The Swizzle Club, showcasing a modern side of Caribbean culture to reach a global audience. Through owning the art of the swizzle, the brand can build allure into what it means to SWIZZLE. More than a gesture, the swizzle reflects the soul of Trinidad & Tobago – a movement, a rhythm, an attitude.

Just as ANGOSTURA® 7 YO Rum is the bold enlivener to get the night going – the swizzle enlivens and elevates the serve, transporting you to Trinidad & Tobago at first sip.

The APPROACH

Working closely with the brand team, we developed The Swizzle Club – a concept for the campaign world that was modern and premium, yet approachable, bold and lively, and used graphic cues inspired by the Caribbean and vintage architecture.

Bringing the creative from the beach to the hotel lounge and poolside, The Swizzle Club connects the past to the present in a contemporary way. A place that exudes joyful expression, it brings people together, fueling positive energy and embracing the legend of the Queen’s Park Hotel and Dirty Jim’s Swizzle Club.

Capturing the moment when the sun begins to greet the night and the aperitivo occasion comes alive, we built on these values to create a serve strategy and supporting POS that owned the sundowner moment and educated consumers, that the “The Best Nights Start With a Swizzle”.

Trade show stand

Utilising the new campaign world, we created a stand concept for BCB to activate “Best Nights Start With a Swizzle”.

Reinterpreting a new-age Swizzle Club, the stand emulated the look and feel of a boutique hotel, creating a space in which the Trade were able to engage directly with the HOUSE OF ANGOSTURA® BAs, learn how to use ANGOSTURA® rums in cocktails and were taught the art of the swizzle – all whilst fostering a sense of connection to the brand.

The experience was elevated further through supporting social assets and POS, such as a dedicated Queen’s Park Swizzle Menu and Z Card, to educate the Trade on the opportunity behind the serve.

the WONDER

The Swizzle Club was launched to a global audience of bartenders and industry professionals at BCB.

Guests were immediately drawn to the stand to engage with BAs, generating great interest in the Queen’s Park Swizzle and resulting in commercial discussions with buyers.

Following on from BCB, the campaign will continue to hero the serve in the on trade, off trade and digitally, building advocacy and trial of ANGOSTURA® 7 YO Rum, by changing perception and driving volume through mainstream on trade venues and at-home consumption. 

SOCIAL MEDIA ASSETS