We continue to lead the conversation on responsible consumption within the alcohol industry, promoting responsible drinking in Trinidad and Tobago. In December, ahead of the Christmas season, we launched our latest responsible consumption campaign, “Raise the Cheer, Not the Risk,” as part of our ongoing commitment to wellbeing and road safety.

The initiative was designed to address the increased risks associated with heightened social activity and celebrations during peak holiday periods, reminding individuals that enjoyment and responsibility must go hand in hand. Through the campaign, Angostura® encouraged simple, conscious choices that help protect lives, preserve relationships and prevent avoidable tragedies.

A series of striking visuals and engaging digital content were used to highlight key responsible consumption messages, including Don’t Drink and Drive, Pace Your Drinks, Plan Your Night, Choose Balance and Sip Smart. Each visual captured relatable festive moments — from holiday toasts and family celebrations to nights out with friends — while also revealing the potential risks of overconsumption, reinforcing the reality that “one more drink can slow you down” and “too much can shift the vibe of the night”.

Angostura® continues to urge the public to “Raise the Cheer, Not the Risk,” reminding everyone that thoughtful choices and moderation can ensure that every celebration ends positive.