Angostura's Lemon Lime and Bitters is refreshment partner for CPL
Angostura's Lemon, Lime and Bitters will be the official refreshment partner for the Hero CPL T20 tournament from 2019 to 2021.
The collaboration between the two Caribbean brands was made on Wednesday at The House of Angostura in Trinidad.
As part of the agreement, drinks breaks will be named LLB breaks, and the brand will have Refreshment Zones at CPL T20 matches which takes place from September 4 to October 12 around the region.
The House of Angostura is well known worldwide for its Angostura aromatic bitters and has incorporated that flavour into its now popular beverage Angostura Lemon Lime and Bitters.
Associated with sport and the cricket fraternity for several years, the brand boasts of having legendary cricketer Brian Charles Lara as one of its first ambassadors.
“It is wonderful news for fans and for the CPL that Angostura Lemon, Lime and Bitters, one of the region’s great and truly global brands, is joining the CPL Partner family. As a young Australian growing up in Perth in the 1970s, LLB as it was known, was an extremely popular drink mixed by bartenders around the country. It is a true pleasure all these years later to welcome this tremendous company and its signature offering Angostura Lemon Lime and Bitters as the “Refreshment Partner” of CPL. Fans have lots of fun opportunities to look forward to as both parties look to bring this long-term partnership to life," CPL Commercial Director, Jamie Stewart said via a press release.
On the introduction of Angostura Lemon Lime and Bitters to the tournament, Chairman of Angostura Holdings Limited, Terrence Bharath, stated, “As we celebrate our 195th year as a company, the House of Angostura is proud to collaborate with the Caribbean Premier League CPL T20 as the Refreshment Partner of the Tournament through our Angostura® Lemon Lime and Bitters (LLB) brand. With both entities having significant global reach, we are extremely excited to bring the exhilaration of the CPL T20 tournament to the Caribbean and the rest of the world, in line with the growth aspirations for our Angostura® Lemon Lime and Bitters brand and maximizing our marketing efforts. We look forward to this thrilling partnership”.
The company is also focused on sport and youth development and will partner with the Caribbean Premier League (CPL) to host a cricket kids camp in its home market of Trinidad and Tobago.
The 2019 CLP T20 Tournament gets underway on Wednesday, September 4 at the Queen's Park Oval in Trinidad and Tobago.