Angostura, the venerable spice and bitters house, is boldly expanding its portfolio with the launch of CubaTa, a ready-to-drink (RTD) spiced rum and cola beverage. This move comes amidst a surging trend in the RTD alcohol market and aligns with Angostura’s strategy to cater to evolving consumer preferences.
According to Chairman Ian Forbes, the acceleration in growth within the RTD category is primarily driven by three factors: convenience, consumer experimentation, and a shift towards lifestyle consumption. This isn’t a surprising development; the ready-to-drink market has seen explosive growth in recent years, offering consumers a hassle-free and instantly gratifying alcohol experience.
Angostura isn’t operating in a vacuum. Since April, the company has launched three RTD products, indicating a clear commitment to capitalizing on this trend. CubaTa represents the latest iteration of this strategy, focusing specifically on rum-based RTDs, a segment experiencing particularly strong demand.
Chairman Gary Hunt underscored Angostura’s dedication to innovation, stating that adapting to changing consumer tastes – prioritizing great taste, convenience, and a brand that resonates with contemporary lifestyles – is paramount. “We’re listening to what consumers want,” Hunt explained, “and we’re responding with products that deliver on their expectations.”
What This Means for Consumers
The launch of CubaTa offers consumers a convenient and accessible option for enjoying spiced rum. It’s a beverage designed for immediate gratification, perfect for casual gatherings or solo relaxation. Furthermore, it represents a broadening of Angostura’s offerings beyond its traditional bitters and spice portfolio, appealing to a wider range of tastes.
Pros and Cons
Pros:
* Convenience: RTDs eliminate the need for mixing or preparation.
* Brand Trust: Consumers can rely on the established quality and heritage of the Angostura brand.
* Flavor Profile: Spiced rum and cola is a classic combination, appealing to a broad audience.
Cons:
* Limited Availability: Initially, distribution will be focused on regional export markets, potentially restricting access for some consumers.
* Competition: The RTD market is becoming increasingly crowded, requiring Angostura to differentiate its product effectively.
Looking Ahead
Angostura’s strategic move into the RTD market signals a willingness to evolve and adapt to changing consumer habits. While competition remains a factor, the company’s established reputation for quality and its commitment to innovation position it favorably for success. The rollout of CubaTa in regional export markets over the coming months will be a key indicator of the product’s potential and Angostura’s ability to capture a significant share of this dynamic and growing beverage segment.
