Captain Morgan moves into flavoured rumBy Becky Paskin
Diageo has introduced three new flavoured extensions of Captain Morgan Rum, following the “successful” launch of the brand’s white expression last year.
Each of the new 35% abv products – Pineapple, Coconut and Grapefruit – combines Captain Morgan white rum with natural flavours.
Diageo is now rolling the range out across the US, but intends to support the launch with a summer-themed marketing campaign throughout the year.
Dan Kleinman, vice president of marketing, rums for Diageo North America, said: “This summer, we’re looking for consumers to flip over their hammocks and have a little fun with their Mojitos and Daiquiris by enjoying our new pineapple, coconut and grapefruit extensions.
“After last year’s successful launch of Captain Morgan White Rum, we wanted to expand our offerings in the category. These flavours allow adult fans to diversify their cocktails, providing them with a taste of the Caribbean no matter where they may be responsibly enjoying our products.”
The range will be available in 750ml bottles for an RRP of US$15.99.
Diageo launched its first Captain Morgan White Rum in the US in February 2014.