In a significant cultural partnership, Trinidad and Tobago’s celebrated chutney soca artist Imran “GI” Beharry has been appointed as the official brand ambassador for the House of Angostura. The three-time Chutney Soca Monarch, who recently joined the National Carnival Commission, formalized this collaboration through a signing ceremony on December 16 at the company’s Laventille headquarters.
The House of Angostura announced the partnership on December 17, characterizing the union as bringing together “two powerful symbols of TT’s creative and cultural identity.” The company highlighted GI’s dynamic stage presence, authentic storytelling capabilities, and profound connection to Caribbean culture as qualities aligning perfectly with their brand values.
Acting CEO Ian Forbes emphasized the strategic alignment, stating: “Our brands are deeply rooted in culture, heritage and authenticity. GI represents the modern expression of Caribbean creativity – bold, confident and grounded in who we are as a people.” This collaboration forms part of Angostura’s broader initiative to engage cultural leaders who authentically embody the brand’s spirit while promoting premium rum culture through contemporary channels.
Beharry, known for his hit “My One Only,” expressed enthusiasm about representing the historic brand: “The House of Angostura represents legacy, pride and TT excellence on a global stage. This partnership feels natural because it reflects who we are and how far our culture can travel.”
The artist will represent Angostura across selected brand engagements, consumer experiences, and cultural events, serving as a bridge between the company’s premium spirits and the vibrant Caribbean music scene. This partnership underscores Angostura’s ongoing commitment to supporting local talent and cultural expression while elevating brand experiences at the intersection of music, culture, and premium spirits.