Captain Morgan creates tiki-themed spirit drink

11th March, 2020 by Nicola Carruthers

Diageo-owned spiced rum brand Captain Morgan has released a tiki-inspired spirit drink, bottled at 25% ABV.

Captain Morgan Tiki (25% ABV) is recommended served over ice with lemonade

The new Captain Morgan Tiki is a tropical rum-based spirit drink, said to be “packed with pineapple and mango flavours”.

It has been created to tap into the “growing trend for lighter coloured mixers, such as lemonade which has seen a 27% increase in growth over the last two years” according to Kantar figures. As such, the rum is recommended served over ice with lemonade.

Nick Payman, head of Captain Morgan Europe, said: “We know our customers are looking to experiment and try different spirit taste combinations. Captain Morgan Tiki offers something completely new to consumers.”

The rum is inspired by the “adventures of the captain through the South Pacific islands”. The bottle has been designed to “bring the tiki concept to life” with embossed detailing to stand out on shelves and behind the bar.

The new expression will be supported by a £1.5 million (US$1.9m) marketing push.

Captain Morgan Tiki is available to buy in the UK, Czech Republic and as a limited edition bottling in Germany. It has an RRP of £16.50 (US$21.35).

In Diageo’s year ending 30 June 2019, the only category to decline was rum, which dropped 2% due to Captain Morgan’s decline in the US. Organic net sales of the rum brand fell by 2%.

Last July, Diageo CEO Ivan Menezes said the firm had plans for Captain Morgan’s marketing and expected its trajectory to get better.

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