Angostura goes online to serve bartenders

27 August, 2008
Page 6 
Trinidad-based rum group Angostura is launching a Facebook-style website aimed at providing an online community for bartenders and mixologists around the world.

The site,, went live on May 13 in its initial "beta release" phase.

For two or three months before a full launch, a select group of up to 200 top bartenders will have access to the site to assess how it works and advise the company on what to change.

"The fundamental structure of the site is there but with minimal content," said Brian McKay, director of business creation at Fusework Studios, the Indianapolis web marketing company employed by Angostura to develop and manage the site. "Angostura aromatic bitters' core customers are bartenders, not consumers. We want to interest the target audience and allow them to start playing with the site." will be driven by user-generated content. Other features will include a Google Map function whereby any member can enter the details of their bar and fellow users can find its exact location.

The site will be sponsored, with the Angostura aromatic bitters logo visible along with links to related news websites, but Angostura's commercial involvement will be strictly limited.

"We want to listen and respond to bartenders," said McKay, "so that we can know what's happening next and they can get what they want sooner. It's not about marketing, and we don't want to lead the discussions. Content will change constantly."

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