The oldest name behind the bar was asleep on social. We woke it up.

Angostura is not a challenger brand. It is the bitters. Owned by the government of Trinidad and Tobago, carrying a royal warrant, sitting in the well of nearly every bar on earth. An Old Fashioned without it is just whiskey and sugar. The product had a two-century head start on every competitor in the category.

The social presence had none of that authority. The strategy was fragmented across channels, with no engine for the content the product actually lives in: cocktail recipes, food recipes, all the ways a dash of bitters gets used beyond the bar. In the final quarter before our calendar went live, the accounts published five posts. Total. A combined audience of roughly 128,000, nearly all of it on Facebook, was slowly shrinking, and the mixologist community, the people who touch the bottle every single shift, heard nothing from the brand at all. Angostura had never worked with an influencer. Its annual cocktail competition for mixologists drew limited submissions and less conversation.

The diagnosis: awareness was never the problem. Every bar on earth stocks the bottle. The most famous ingredient in cocktail culture simply had no working voice inside that culture.