angostura bitters

Small bottle, big label: the story behind Angostura bitters

We recently published a little article about gin and bitters (including Angostura) – a pairing almost as old as gin itself. As cocktails become more daring and our tastes become more and more exotic, we are constantly searching for new twists and flavours to make sure we get the very best out of our drinks. As we mentioned in our article, bitters have been a bartender’s friend for many years now.  And with the recent explosion in interest in all things gin, new and interesting brands have emerged to put their latest spin on this classic concoction.

The “Daddy” of all bitters

And that got us looking at the “Daddy” of all bitters – Angostura. And the more we looked, the more intrigued we became.  We noticed that the label on a bottle of Angostura Bitters is way too big for the bottle itself. It almost looks like it’s been taken from a bigger bottle and simply slapped onto a smaller bottle, despite its overgrown proportions.  It looks a bit like a teenage boy wearing his Dad’s over-sized shirt.
So, after a little bit of research, we discovered the reason – but you’ll have to wait until the end of the article before we reveal it.
First, here’s the story of Angostura bitters and how a little bottle with a big label changed the way we think about drink.

What are bitters?

Just a little reminder, bitters are alcoholic preparations flavoured with carefully chosen botanicals and characterised by a highly concentrated bitter or bittersweet flavour.  Many of the famous brands of bitters began their life as medicines. But most are now sold as digestifs or cocktail flavourings.  A small drop of bitters can radically alter the taste of your drink bringing out flavours that you might not have noticed before. They also add layers of complexity to give your drink a richer, more rewarding  flavour profile.

But amongst all the bitters out there, one stands tall and proud.  It is the “Daddy” of them all and it is called Angostura.  We thought we’d take a look at this little beauty and see just why it has become the most popular brand of bitters on the market – and why it has a label that is much too big for its tiny bottle.

Angostura bitters – the original (and still one of the best!)

Angostura bitters are made by the House of Angostura in the Caribbean island of Trinidad and Tobago, but the bitters were originally produced in a little town called Angostura, in Venezuela. It is there that the liquid first got its name.  Interestingly, Angostura Bitters (unlike many of its rivals) does not actually contain any Angostura bark (yet another quirky fact about this interesting and long-lasting brand).

So, how did it all begin?

There was a German surgeon called Dr. Siegert who served in the Venezuelan army of Simon Bolivar.  It was he who originally developed the recipe as a medical remedy and in 1824, Siegert began to sell it commercially. By 1830, he had opened up a distillery exclusively for the production of these bitters and he used local knowledge about botanicals from the indigenous people who lived in the area of the town.  By 1853, bitters began to become popular abroad and by 1875, the plant was moved to its current location in Port of Spain.  At this point, Angostura bitters was growing its reputation. It even won some prestigious medals (which are still displayed on the legendary oversized label, which also features a profile image of Emperor Franz Joseph 1 of Austria).

A closely guarded secret

And, like many brands, its recipe remains a closely guarded secret. Rumour has it that only one person knows the full recipe and that it is passed down by word of mouth to each new generation. Angostura makes a range of different bitters now, including an orange one.  But it’s the original that sets the standard and has remained in charge for almost 200 years.

Reach for the Angostura…

Bitters are more popular than ever now and everyone from top mixologists to casual drinkers should keep a bottle close to the bar – if you like Pink Gins, Old Fashioneds or Manhattans, you’ll need to reach for the Angostura. So, that’s a little bit about the story behind the brand.  But what about that oversized label?

So, what’s the story behind the over-sized label?

Well, here it is. It was actually a mistake that has stood the test of time. When Dr. Siegert died in 1870, he passed the business on to his sons. They decided it was time to get some publicity, so they decided to do a rebrand of their precious product. One of the brothers set to work designing the new bottle while the other went about designing the new label.  Unfortunately, they didn’t bother to talk first and by the time the competition entry was due, they had no time for a redesign, so they left it how it was. The rest, as they say, is history. History tells us that the brother’s didn’t end up winning the competition.  But apparently, on the advice of one of the judges, they kept the oversized label going forward so they would stand out from the competition.

To this day, the tradition continues and it has now become an intrinsic part of the character of this little drink that packs a big punch.  Now, there is a new generation of imitators, but none have taken the crown from the King. Some have even tried to replicate the over-sized label.  But this is a case where the original retains its pole position at the forefront of its category.

So, in tribute to the longevity of this cocktail classic, here’s a little Angostura bitters recipe that you might enjoy.  In a world where Pink Gin seems to simply refer to a colour, we return to the original Pink Gin with a classic recipe that might be worth revisiting.  Over to you!

Pink Gin cocktail – the classic

This drink works best with a strong, Navy Strength gin such as Tarquins Navy Strength.  The point of this mix was originally to help make the strong alcohol taste a little easier to drink.  Sometimes, dilution can actually be your friend in a cocktail – it’s not always about the strongest.  In this version, the strong gin is “cut” by water from the melted ice to help to improve the flavour of over-strength gin. And it works a treat.


  • 2 oz Navy Strength gin
  • Angostura Bitters
  • A twist of lemon (for garnish)


  1. Gather your ingredients
  2. Express the oils of the lemon peel over the drink and drop the peel in
  3. Add a dash (or two) of Angostura bitters to a mixing glass filled with ice
  4. Swirl this “bittered” ice and water around in a cocktail glass
  5. Dump out the water, leaving the glass with a bitters rinse
  6. Back in your mixing glass, pour a large measure of gin (2 oz is good) and fill it with ice
  7. Stir well and strain into a cocktail glass
  8. Serve and enjoy!

Written by Steve (with a little help from Ruddles, the gin dog!)

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