Top 10 best-selling rum brands

8th July, 2019 by Nicola Carruthers

3. Captain Morgan

2018: 11.7m
2017: 11.7m
% change: 0.2%

Place last year: 4

Last year’s Rum Brand Champion, Diageo’s Captain Morgan spiced rum brand witnessed sluggish sales in 2018, increasing slightly by 0.2% to 11.7m cases.

In the group’s H1 results, net sales of Captain Morgan fell by 4% making it the only one of Diageo’s ‘global giants’ to decline during the final six months of 2018.

More broadly, rum was Diageo’s only spirits category to decline in the period, falling by 3%. This was largely attributed to Captain Morgan’s performance in the US, which decreased 9% and “lost share in a declining category”.

Speaking at a roundtable for the results earlier this year, Diageo CEO Ivan Menezes said: “We’re very focused on getting the energy back into Captain Morgan.”

Looking ahead, the firm said during publication of the H1 results: “We continue to invest in the proven ‘Live like a Captain’ campaign through TV and digital media. And we are focusing on expanding consumption beyond the Captain & cola serve, educating consumers on new ways to drink original spiced rum such as Captain & ginger ale or Captain & iced tea.”

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