Angostura Holdings Ltd originally approved a sponsorship and co-promotion package worth nearly US$900,000 (TT$6 million) for the One Caribbean Music Festival Concert, only to later scale it down significantly to TT$400,000. The concert, held on May 31 at the Queen’s Park Savannah, was billed as a major regional music event headlined by Jamaican dancehall star Vybz Kartel. However, the artist—whose legal name is Adidja Palmer—did not perform due to an unresolved payment dispute with the event promoter, Jacho Entertainment Ltd.
A collection of internal documents reviewed by the Trinidad Express sheds light on the decisions and internal deliberations surrounding Angostura’s involvement in the concert.
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In a note dated March 24, 2025, Angostura’s executive manager Rahim Mohammed submitted a proposal to the board of directors recommending the company and its subsidiaries serve as sponsor and co-promoter of the concert, citing an expected return on investment (ROI) of 10 percent, or approximately US$89,600. The proposed total investment was US$896,000—equivalent to 40 percent of the overall event cost. Mohammed emphasized that the sponsorship would provide a platform to showcase Angostura’s portfolio, including STR8 VYBZ rum, a brand endorsed by Kartel and manufactured by Angostura. The rum line, launched during Kartel’s visit to Trinidad in December 2024, had already generated roughly US$6 million in year-to-date revenue and was projected to earn up to US$21 million in 2025.
On March 25, 2025, the board of directors—then chaired by Terrence Bharath and comprising Franka Costelloe, Sterling Frost, Gerard Cooper, Tricia Coosal, and Dr. Maryam Richards—approved Mohammed’s proposal. However, the minutes also noted that the board instructed management to ensure Angostura would not be promoted as a title sponsor for the event. This decision appeared to reflect a sensitivity to the controversial nature of Kartel’s involvement and the reputational risk it posed.
By April 25, the company had reconsidered its level of involvement. According to revised board meeting minutes, management informed the promoter that Angostura would no longer serve as a co-promoter and instead would participate only as a sponsor. The decision came in response to concerns over financial transparency, specifically regarding access to ticket sale proceeds. An amended contract was drafted accordingly.
The sponsorship agreement dated May 12, 2025, capped Angostura’s contribution at TT$400,000. Under the terms, Angostura retained exclusive beverage sponsorship rights within several alcohol categories, including rum, vodka, gin, and champagne. The agreement also included promotional benefits: one cabana valued up to TT$50,000, 45 complimentary event passes (spanning VIP, VVIP, and general admission), and the right to brand ten designated areas to display and distribute its product lines, including STR8 VYBZ rum and White Oak Spritz.
The contract further required the promoter to inform Angostura of any changes, including event cancellation or scope reduction. On the day of the concert, Angostura publicly distanced itself from the event’s management, issuing a press release clarifying that it was not involved in the concert’s production. The release stated, “It is unfortunate that Vybz Kartel and the event promoter did not reach an agreement on their contractual obligations,” while reaffirming that Angostura had fulfilled its obligations as a brand sponsor.
The company’s original risk assessment highlighted several concerns, notably the high likelihood of immigration issues. Kartel, recently released from a Jamaican prison after serving time for murder, required special entry clearance. The strategy to mitigate this included close liaison with Trinidad and Tobago’s Ministry of National Security and ensuring bond payments were settled in advance of Kartel’s arrival.
Financial risks were considered moderate, due in part to the concert’s initial cancellation in February. The strategy to offset potential losses included relying on product and ticket sales. Additional concerns involved venue availability, which had previously hindered the promoter during Trinidad Carnival. The updated plan noted that more venues were now accessible and that contractual protections would be implemented by Angostura’s legal team.
Another prominent concern was brand equity. With limited involvement in a high-profile consumer event, there was a risk of losing brand resonance with key demographics. The company’s mitigation strategy was to cultivate a partnership with the promoters, aimed at increasing visibility, excluding competitors, and driving revenue growth.
While Angostura ultimately reduced its financial commitment and avoided deeper entanglement in the event’s fallout, the episode reflects the complexities and reputational stakes involved when high-profile brands align with controversial figures, even in pursuit of lucrative marketing opportunities.
