Peter Traboulay, who formulated Angostura's new bitters, says his company was not chasing trends, though. It had been playing around with orange recipes for 20 years but had never struck a formula that satisfied company standards. When Trabouley decided to get serious about making an orange bitters, he first sampled the product of every past failed experiment. "I reviewed what was done before," he said. "That gave us a platform to take it further." Two years ago, he began creating recipes for new versions, more than 15 in all. He narrowed the list down to two finalists, which he then tested with 30 leading London bartenders. The result was inconclusive. "They were split down the middle, because the differences between the two were very subtle," he said. Trabouley broke the tie by letting the bartender who won the Angostura International Cocktail Competition make the ultimate selection.