Rum and bitters producer Angostura has turned to Glasgow and London-based agency Good to help it launch Amaro.
The digestif - with flavours of spices, herbs, cinnamon and caramel - is housed in a bottle which takes cues from Angostura’s signature bitters.
The bottle’s sharp shoulders and oversized label reflect the profile of the sister brand with the Amaro packaging retaining the distinctive yellow ridged cap of Angostura bitters.
“Angostura has a drinks heritage like no other brand. Almost every household has a bottle of its iconic bitters – and so for the launch of the brand’s first digestif liqueur, it made sense to capitalize on this distinctive and memorable packaging, taking appropriate design cues that communicated Amaro’s link back to its roots,” said Keith Forbes, co-founder and creative partner at Good.
Amaro will roll out in the US, before launching in Canada in September.