Captain Morgan Launches New RTD Cocktail RangeAugust 20, 2021
Captain Morgan rum is targeting the rising RTD cocktail category with a new line of Captain’s Cocktails. Launching with three flavors, Captain’s Cocktails come in Tropical Punch, Mai Tai (both 13% abv), and Long Island Iced Tea (17% abv). Unlike many RTD lines, Captain Morgan will eschew individual 12-ounce cans for Captain’s Cocktails, opting instead to market 1.75-liter bottles (all $20 a bottle) that consumers pour over ice.
Captain’s Cocktails debut tomorrow at Los Angeles outdoor film series Cinespia and will be distributed nationally. Captain Morgan was up 1.5% to 5.6 million cases in the U.S. last year, according to Impact Databank. In Diageo’s fiscal year through June, the brand’s sales increased 7%, propelled by growth in its core spiced rum and the launch of flavored expression Captain Morgan Sliced Apple.—Danny SullivanSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.