We marked a major milestone with our largest-ever activation in Australia at the prestigious Melbourne Cup Carnival. Angostura® added an ultra-premium touch to the event with a branded ANGOSTURA® aromatic bitters station that was placed on the trackside serving cocktails, food and dessert. The activation showcased the versatility of our products in both cocktails and culinary offerings, delivering a dynamic and immersive brand experience.

Through our distributor, Proximo Spirits, we secured a significant presence at one of the most celebrated events on the Australian sporting and social calendar.

The Melbourne Cup—widely known as “the race that stops the nation”—took place on November 1st and formed the centrepiece of the four-day Carnival, which attracted more than 250,000 attendees.

This landmark presence positioned Angostura® at the heart of the event’s unique blend of sport, fashion, food, and celebration, reinforcing the Company’s global reputation and marking a standout moment for the brand.