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Captain Morgan Takes Aim At Bacardi With New White Rum

February 6, 2014

Over the past few years Bacardi has been challenging fellow rum behemoth Captain Morgan in the Captain’s core spiced segment with a newcomer, a spiced rum called Bacardi OakHeart. Now, Diageo is returning the favor, introducing a white rum to the Captain Morgan line that will compete against Bacardi’s core offering.

Debuting nationally this month, Captain Morgan White Rum is 80-proof and retails at $15.99 a 750-ml. Diageo says it’s backing the launch with a “robust marketing mix,” including television, print and online ads.

According to Impact Databank, Bacardi, the second-largest spirit brand in the U.S. market, fell 3.3% to 9.2 million cases last year. OakHeart was up 8% to 185,000 cases. Captain Morgan, the third-largest spirit brand in the U.S., was up 0.9% to 6.4 million cases.

In control states, Bacardi derives around 62% of its volume from its core white rum, while Captain Morgan’s flagship spiced expression accounts for 88% of its sales.

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