Diageo Revamps Captain Morgan With “Leveled-Up” Liquid, New Look

Diageo has revamped Captain Morgan Spiced Rum, announcing that the brand’s flagship release is now made with real vanilla sourced from Madagascar. The rum remains at 35% abv but will receive an updated label featuring new gold accents. The brand’s new formulation and packaging is now available across the U.S. for a suggested price of $16 a 750-ml.

Last year, Captain Morgan slipped 1% to 5.35 million cases in the U.S., according to Impact Databank, ranking second in the rum category and tenth among all spirits brands in volume terms. But the brand’s North American net sales grew 1% on an organic basis in Diageo’s fiscal first half through December.

“The future of rum is bright. Rum’s resurgence can be largely attributed to the natural versatility it brings as a spirit, whether it’s enjoyed straight up, in a cocktail, or conveniently canned,” Anne Nosko, vice president of Captain Morgan, recently told SND. “As consumer tastes continue to shift, those looking for a spirit that can keep up with their evolving needs are going to be reaching for more rum-based options.”—Shane English

Tagged : Captain Morgan, Diageo

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