Captain Morgan Targets Shot Occasion With New Cannon Blast Extension

Aiming to bolster its presence in the on-premise shot occasion, Diageo is extending Captain Morgan with a new offering called Cannon Blast. At 35% abv, Cannon Blast is billed as a blend of rum, Caribbean citrus and chipotle and jalepeño pepper and has a cannonball-shaped bottle that glows in black light. The newcomer will be priced at parity with Captain Morgan rum, and is said to deliver a citrus-sweet taste with a spark of heat.

Speaking on the drinks giant’s fiscal year-end conference call in recent days, Diageo CEO Ivan Menezes called Cannon Blast “a very exciting innovation that’s going to market in a few weeks … I think it’s quite disruptive.” Captain Morgan was down 1.5% to 6.3 million cases in the U.S. last year, according to Impact Databank.

Tagged : Captain Morgan, rum, spirits

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