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EXCLUSIVE: Captain Morgan Planning Limited Edition Sherry Oak Finish

April 1, 2013

Diageo will extend its Captain Morgan rum brand with a limited edition Sherry Oak Finish next month, Shanken News Daily has learned.

Captain Morgan Sherry Oak Finish ties in with the company’s efforts to illuminate the exploits of the real-life Captain Henry Morgan, including, most recently, its Sundance Channel documentary on Morgan’s 17th-century flagship, the Satisfaction. The limited-release entry is intended to celebrate the discovery of the cannons from the Satisfaction on an archaeological expedition to Panama led by Diageo, says Tom Herbst, vice president, marketing, rums.

“(The Sherry Oak extension) will be a unique flavor profile,” Herbst adds. “It will have a richer, fuller flavor and mouthfeel,” resulting from a Sherry oak finishing process. No word yet on the new offering’s retail price-positioning, but it will likely be at a premium to the core brand.

The Sherry Oak variant also continues Captain Morgan’s outreach beyond the rum category, with a style that should appeal to whiskey drinkers. The brand pursued a similar gambit with its launch of Captain Morgan Black (94.6 proof, $22 a bottle) last summer, which Diageo says was designed to draw in drinkers of brown spirits across multiple categories.


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