Trinidad & Tobago's Angostura returns to China

Leading Trinidad and Tobago rum producer Angostura is increasing its international footprint and its export thrust by reentering the Chinese market. 

This was marked by a signing ceremony that took place recently at its Laventille headquarters. 

Angostura's chairman Terrence Bharath told the Guardian Media that the rum and bitters company exited the Chinese market in 2022 as it felt the previous distributor was not gaining traction.

He said one of the things that concerned Angostura is having a distributor so far away in China along with the language barrier. Also to distribute T&T products in China, it would be necessary to have an office located in that country, China, Bharath said.

Caribbean Commercial Management, Hangzhou Co Ltd, managing director Charles Xiang Cheng, left, and Angostura Holdings Ltd chairman Terrence Bharath SC shake hand after signing the importation contracts. (Credit: Trinidad Guardian)

Angostura has exported to China before.

It did so in 2019 but paused before signing this year’s distribution deal, which involves marketing activities.

Aside from the ceremonial sealing of a container in Laventille this month at Angostura headquarters, officials also held a celebratory event at the Embassy of the Republic of TT in Beijing, China, in September.

China is one of the largest, if not the largest, alcohol market in the world, with revenues expected to grow to US$385.6 billion by 2027, according to one estimate.

Angostura has a substantial global reputation and already operates in 170 jurisdictions and recently made entreaties to tap into markets in Kyrgyzstan, Nepal, El Salvador, Colombia and Panama.