Angostura held its 6th biennial Global Distributors Forum at The Langham, New York, Fifth Avenue. The latest forum was held in July 2022 in which Angostura’s global distributors attended, covering twenty-six (26) distributor markets. These markets included Australia, Argentina, Belgium, Brazil, Barbados, Bahamas, Guyana, Cyprus, Denmark, France, Italy, Baltics & Poland, Germany, Israel, Hungary, Malaysia, Netherlands, Nigeria, South Africa, Spain, Sweden, Suriname, UK, USA, and Uruguay.

The strategy of this year’s forum focused on the big market trends, transformative effects of COVID-19, the role of emerging technologies and new disruptors to develop actionable and innovative strategies to keep pace within the evolving industry. The theme for the 2022 Global Distributors Forum “The future is now, towards the next normal – building for the future” was meant to reflect the reality of consumerism and distribution into 2022 and beyond – including the unique challenges and transformations currently faced by markets.

The Distributors’ Forum was a key event for Angostura® to network and develop valuable relationships with distributors. It provided the perfect opportunity to discuss global strategy and brand directions.

Highlights of the forum focused on interactive sessions, during which distributors were able to discuss Angostura’s new spiced rum – Tamboo and its role within the premium rum portfolio of brands.

One of the sessions that was presented by the Baltics team focused on how markets can execute  a brand activation and visibility drive via customized branding through key lighthouse accounts. Our Australian partners, presented a programme to tap into non-alcoholic cocktails

by focusing on a use-case for bitters by generating sales through a low/no alcohol by volume (ABV) cocktail. Trend Hunters, the world’s largest most popular trend community in collection of cutting-edge ideas took participants in a deep dive into the outlook for the industry globally and how global brands can best position themselves to take advantage of key trends and emerging patterns in consumer behaviour while simultaneously with a relentless focus on adaptability and agility.