Captain Morgan sales reach 10 million cases

10th December, 2012 by Becky Paskin

Diageo has announced its Captain Morgan rum has become the sixth international premium spirit to sell more than 10 million cases in one year.

Captain Morgan 10m cases

Captain Morgan has reached a milestone of 10m case sales a year

Captain Morgan, the second largest brand in the rum category, has grown by 500,000 cases over the last 12 months to reach the milestone only achieved so far by Smirnoff, Absolut, Johnnie Walker, Jack Daniel’s and Bacardi.

The biggest driver of Captain Morgan’s growth comes from the US, where it is currently the third largest spirit brand.

Outside the States, Captain Morgan continues to be popular in Canada and Western Europe, with Germany and the UK leading growth.

Meanwhile the emerging markets of Russia, Eastern Europe and Latin America, particularly Mexico, are proving fruitful.

Russell Jones, global brand director for rum at Diageo, said the rum’s success was down to its brand development on the historical character of former Governor of Jamaica Captain Henry Morgan.

“We’re incredibly excited to reach this milestone of 10 million cases and want to thank all of our fans who have enjoyed their own legendary adventures with us along the way,” he said.

“The next 12 months will be an exciting year for the brand as we dive further into the real history behind the legendary Captain Henry Morgan through a series of campaigns bringing to life his escapades.”

The majority of Captain Morgan sales is driven by the brand’s core product, Captain Morgan Spiced, flanked by its original variant and new innovation Captain Morgan Black Spiced.

For more insight into the rum and spiced rum categories, including how Captain Morgan has achieved its phenomenal growth, see the December issue of The Spirits Business.

To chart Captain Morgan’s growth over the past five years, see our Brand Champions feature here.

Leave a Reply

If that's interesting, how about these?

Global Spirits to grow US with MS Walker

Privately-held US drinks firm Global Spirits has appointed MS Walker as its New more...

Diageo settles Stitzel-Weller trademark lawsuit

Diageo North America has settled a trademark lawsuit with a US-based spirits more...

WSTA: Drinks should 'lead' Brexit deals

The Wine and Spirit Trade Association is calling for Brexit ministers to let more...

'First' white rum distilled in Scotland launches

The team behind renowned Edinburgh bar Bramble has co-created SeaWolf, the more...

Ireland aims to be 'leader' of whiskey tourism

The Irish Whiskey Association has launched a strategy to place Ireland as the more...

Unusual booze-filled Christmas gifts

Wondering what to buy for the eccentric spirits lover in your life this more...

Ex-Diageo director leads Sazerac DC office

Buffalo Trace Bourbon owner Sazerac has appointed a former Diageo director as more...

Top 10 spirit launches in November 2016

Last month's most interesting new releases include a Cabernet more...

Karuizawa: A brand history

Japanese whisky distillery Karuizawa is spearheading the upper echelons of the more...

William Grant 'plans for 20, 30, 40 years'

William Grant & Sons' Kirsten Grant Meikle tells The Spirits Business about her more...

Rémy and Bols complete Passoã joint venture

Rémy Cointreau Group and Lucas Bols have formally established the Passoã more...

Travel retail in focus: Rum

As rum brands large and small continue to push for premiumisation, SB questions more...

MBWS bolsters distribution in US, China

Marie Brizard Wine & Spirits (MBWS) has strengthened its distribution network more...

PHE: 10 million in England drink at harmful levels

A major report from government agency Public Health England claims more than 10 more...

Diageo ‘stronger’ than Pernod ‘on most counts’

Credit rating agency Moody’s has issued a report that claims Diageo has a more...

Seedlip: Alcohol-free spirits won't 'steal share' from booze brands

With alcohol consumption falling as drinkers grow more health-conscious, The more...

Top 10 marketing campaigns in November 2016

Scotch whisky brand Bell’s recruited The IT Crowd actor Matt Berry for a more...

Dewar’s brings 12 aged Scotches to Schiphol

Bacardi Global Travel Retail is running its John Dewar & Sons Fine Whisky more...

Ketel One campaign focuses on family

Ketel One vodka has unveiled new virtual reality campaign, ‘You Don’t more...

Campari sharpens spirits focus with wine sale

Gruppo Campari is to raise €62 million (about US$65.8m) from a wine sell-off more...